One Drop Brand Strategy and Voice
Creating structure for the brand of a healthtech startup as it expanded into new health areas and technologies
Challenge
For its first six years, One Drop’s exuberant brand had developed organically. But the company was poised for growth, and with that growth came a need for consistency, refinement, and codification of the brand.
Solution
Collaborating with the CEO, leadership team, marketing team, and UX researchers, I developed a refreshed brand platform, style guide, and tone of voice that was culturally consistent with how people understand and interact with their health.
Outcome
The new brand platform was adopted by the company, providing a cohesive vision and structure, so that all internal and external materials came from the same place.
A new brand platform to anchor the company
To be a mission-driven company, it’s important that everyone understands and rallies behind the mission. One Drop’s refreshed brand platform codified the organization’s mission, vision, values, and attributes, providing team members with a set of guardrails and a source of inspiration as they developed new product features and brand expressions.
People don’t get healthy for the sake of getting healthy. People get healthy to live the life they’ve always wanted to live.
Talking the talk
To support the brand voice team as they supported the brand, I developed a simple rubric they could follow whether they were writing a digital ad, blog post, or product copy.
Members, not users
Every word matters in the expression of a brand. The difference between calling your customers “members” versus “users” may seem too subtle to worry about, but this single word launches a whole host of connotations in the mind of the reader.
Adapting product naming as the product evolved
When we shifted the way we talked about our members, we needed to adjust the name of our premium offering overall. I created this presentation to quickly explain the rationale behind the naming change, so my teammates could understand and implement it with ease.
