Big Health Rebrand
Team: Neil Simpson, Collin Hall, Catherine Lee, Desiree Delattre
Originally built to compete with wellness apps, Big Health’s brand was bright, playful, and at times downright cute. But beneath the playful illustrations was a clinically proven, non-drug alternative to mental health care. By embracing their scientifically-backed bonafides, Big Health shifted their focus from fitting in to a wellness landscape to stepping up as a leader of evidence-based digital therapeutic movement.
Brand Strategy
When Big Health came to the US in 2015, the digital therapeutic market barely existed—and what did exist was focused largely on wellness (meditation, mindfulness, etc.). The Big Health brand reflected the existing landscape and took on the cute, friendly, and laid-back properties of their existing product line.
Since then the market has become only become more complex. With numerous competing products, Big Health needed to establish a firm distinction between their scientifically-backed non-drug mental health care and general wellness products. But, Big Health’s playful brand was undermining one of its biggest differentiators: it’s proven clinical efficacy.
By focusing instead on their unparalleled clinical rigour (what they do) and patient focus (who they do it for), Big Health was able to embrace clarity and precision in order to stand out from a landscape of wellness products, and step up as a a leader in the evidence-based digital therapeutic movement.
Before
After
