WellChange is a startup wellness technology company that is founded by leaders of the leading human potential movement in the world: the integral human movement. Dedicated to human evolution and a broad view of human health, WellChange has a transformational online behavior change platform that will be deployed into healthcare and wellness applications in the U.S. healthcare market. The company's proprietary behavior change platform will enable instructional program designers to put their best content into a radically new format for helping people with major behavior problems, including nutrition and weight loss, smoking cessation, stress reduction, disease management, mindfulness and many other health and wellness areas.
The personality of the company is not typical technology or healthcare: it is a sophisticated blend of an integral vision of human health, savvy healthcare and wellness, evocative design and beauty, and human-centered technology. The brand will evoke feelings of trust, wholeness, wellbeing, sophistication, and modern artistry. Respectively, brands that might be looked at for elements are:
We have two specific core audiences and a third important audience. The first two are healthcare payers (including health insurance companies and large employers) and healthcare and wellness program companies (companies that develop the program content for weight loss programs etc.). The third audience is the end user, which includes really the American population as program participants. Thought they may not see our logo directly, the logo will drive other brand elements including iconography that they will interface with, so a consumer orientation to this brand is an important consideration.
The core values of the company are let the love show, change lives for the better, preach what we practice, execute flawlessly, create beauty, have fun and move the needle. The implied value proposition of the brand is: evolutionary, growth, health, adaptivity, comprehensive, sophisticated, friendly, emergent, lifetime partner. This is a brand that is a platform for some of the most intimate and serious work humans do and might accompany them for years on their journey, so it might be iconic as a platform of trust and guidance.
We're picky about a strong integration of forms: balancing beauty, consumer appeal, sophistication and business appropriateness. This can be a tough balance, but we come from the integral movement that has some of the most cutting-edge artists in the world (see artists on http://www.integrallife.com for example). But it can't be so edgy that it scares businesses away. That's why we chose a pretty vanilla-like name: WellChange.
Beyond this consideration, designers are free to drop into the space of potentiality and do what they do best: just let it flow baby! This brand could be a big deal, conceivably being visible to millions of people within the first 48 months, so let er' rip.
And thank you for the work you do, beauty is underappreciated by most, but we love it and it's the core of our mission!
P.S. I've attached a PDF of the core values of one of our current companies to give you a sense of how we've struck this integration in another brand.