Paris & London – Healthcare start-up Alan has debuted a refreshed brand identity that takes a softer approach to clinical care.
Led by London's DesignStudio, its bear-faced mascot – who’s also known as Alan – has been transformed into a fluffier digital entity that’s ‘warm, friendly and empathetic’ in order to resonate emotionally with new audiences, and to attract new talent to the business. ‘We helped position Alan in a new category, simplifying their brand narrative around a subscription to better living,’ explains Campbell Butler, creative director at DesignStudio.
A series of conversational digital assets will allow Alan to connect with people using emojis, digital stickers and playful animations. As a mascot, Alan waves, offers cuddles and welcomes people to its site, where they can explore its health insurance policies.
Beyond the use of sound branding to help medical companies connect with consumers, Alan’s rebrand demonstrates how health services are taking cues from the lifestyle industries to de-stigmatise medical products and position them as more human and emotional. For more, explore the Soft Aid design direction.