Carepoint was a health and wellness engagement platform that empowered individuals to take control of their well-being by rewarding healthy behaviors and fostering a sense of community. Through a versatile digital ecosystem, Carepoint offered incentives and personalized insights, ultimately promoting healthier and happier lives.
Brand Strategy
Brand Identity
Brand Guidelines
Graphic Design
Market and Landscape Research
Introduction
The one-month rebranding project at Carepoint was a significant transformation that I had the privilege to lead as a UX/UI Designer. In this case study, I will guide you through the process of revitalizing the brand, resulting in the creation of a more trusted and cohesive identity.
In my role as a designer, I oversaw research, brand development, and ideation to refine our brand identity. This project allowed me to apply my expertise in market and landscape research, brand strategy, identity design, guidelines, and graphic design. Collaboration within a diverse team was pivotal in achieving our objectives. As you explore this case study, you'll gain insight into our thought process, design iterations, and the final reimagined brand identity.
Challenge
The challenge our rebranding project aimed to address was the need to foster trust in our platform. This issue was highly significant as it had a direct impact on our product's financial performance. Our data revealed a lack of engagement from our existing users, which, in turn, hindered our ability to attract partners. From a user perspective, this problem indicated that both current and potential customers harbored doubts about our brand. Solving this challenge required more than a mere aesthetic overhaul; it entailed a holistic transformation of our brand identity.
Design Process
We initiated the process by conducting comprehensive research to gain insights into our target audience. We wanted to ensure our rebrand would resonate with our core audience. Once we had a clearer grasp of their needs and preferences, we conducted extensive analysis of the market and our competitors to identify trends, best practices, and opportunities for differentiation. Based on our research and stakeholder interviews, we defined a clear brand strategy, including our brand's mission, vision, values, and positioning in the market. We organized brainstorming sessions involving the key stakeholders and marketing team to generate creative ideas for the new brand. We developed mood boards and visual explorations to define the potential visual direction of the rebrand, including color palettes, typography, and design elements. We created 3 logo concepts but ultimately landed on the one that represented the essence of the brand. We developed a cohesive set of visual design elements, including updated color schemes, typography choices, and iconography. A comprehensive brand guideline document was established to ensure consistency in the application of the new brand across all products.
Testing and Validation
We conducted internal testing to ensure that the rebrand was well-received and aligned with the brand strategy and goals. Key stakeholders and partners were actively involved in reviewing and providing feedback on the rebrand concepts. We initially rolled out the new brand design to our app. We tracked key performance metrics, such as user engagement and customer feedback, to evaluate the feelings towards the rebrand.
Solution
The rebranding project aimed to breathe new life into our brand identity and establish a more compelling and relevant presence in the market. After comprehensive research and strategic planning, we crafted a solution that revitalized our brand while staying true to our core values and goals. Our new logo and brand guidelines reflect a more modern and sophisticated image.
Conclusion
The rebranding solution effectively accomplished our objective of building trust in our brand. We observed increased engagement from returning users, and our partners expressed a more positive outlook on our partnership.