A FIRST OF ITS KIND
INNOVATION COMPANY
NYC
13:50:53
A FIRST OF ITS KIND
INNOVATION COMPANY
NYC
13:50:53
Case Studies
Twill
Twill
Twill
Transforming from a single point solution to a leader in holistic healthcare.
Transforming from a single point solution to a leader in holistic healthcare.
Transforming from a single point solution to a leader in holistic healthcare.
Key Points
Key Points
Key Points
→ Untangled complexities of healthcare
→ Untangled complexities of healthcare
→ Reimagined a therapeutic ecosystem
→ Reimagined a therapeutic ecosystem
→ Designed language for Intelligent Healing
→ Designed language for Intelligent Healing
→ Streamlined care across conditions
→ Streamlined care across conditions
The Challenge
The Challenge
The Challenge
Help a B2C healthcare innovator that grew through acquisitions become an entirely different company serving new B2B and B2B2C audiences.
Twill, formerly known as Happify Health, was coming to the end of a five-year transition from a mental health provider to a full spectrum platform. Their goal was a big one–untangling the complexities of a fragmented healthcare system by providing solutions uniquely equipped to address all sides of health, aided by both human and AI resources. The shift required an internal and external reimagining of the organization.
The result was a brand-led transformation that communicated the core value of Twill at all levels–from strategy to design and experience. A new brand architecture that intuitively brought together their disconnected offerings was the first step in empowering Twill’s reinvention of their category.
We then brought it to life with a brand identity that expressed the unification of their multiple brands and products and communicated their growth to a clinical, evidence-based solution designed to care for whole people, not just specific conditions. A precise, personalized, and fully connected care experience.
Help a leader in healthcare information systems expand and scale to support the shift to self-service products.
CareEvolution's solutions enable healthcare organizations to give patients access to their information simply, securely, and efficiently across different systems, devices and providers. After 20 years of steady and strategic growth, the time had come to expand their story—so their technology could support the changing healthcare landscape in ways that no one else can.
As the company shifted from custom solutions to self-service products, they needed a brand that would help their users understand how their products work together and the wide array of use cases they serve. But CareEvolution’s radically flat org structure—a feature of their success in innovation—required a design system that anyone could work with, whether they’re a software architect, data scientist, or a PhD in molecular biology.
The Solution
The Solution
The Solution
We partnered with their team from conception to launch, starting with a singular brand strategy that informed the activations and generative tools that brought the brand to life. These tools, like a custom “thread generator,” help Twill easily and consistently communicate their value to a bigger audience and help more people along their journey to better health. All of the brand assets live in an open-ended, usable playbook designed to make creating additional branded assets as easy a lift as possible.
A new identity system and generative brand playbook delivered in Figma.
+CareEvolution’s products give researchers and clinicians the ability to extract insights from divergent and disconnected data sources. Their new identity expresses that value in a logo that connects fragments into a unified symbol.
The brand kit of parts lives in Figma, as components and templates with seemingly infinite combinations, but all programmed to stay within the confines of the brand and GTM strategy. Every file is ready to use, adapt, and combine into new outputs, empowering the CareEvolution team to design branded materials with consistency, but without feeling confining as new opportunities emerge. This allows the team to save time and resources while maintaining a strong and cohesive brand identity. And it helps to foster a culture of creativity and innovation that is true to CareEvolution’s values.
Client Testimonial
Client Testimonial
Client Testimonial
Gareth Kay
CMO, Twill
”What makes Proto different is their ability to quickly grasp the complexities of a business, ask the provocative questions that challenge underlying assumptions and collide commercial rigor with massive creative imagination. Partnership has become an almost bankrupt word, but Proto were truly the best partner you could ask for - similar enough to get along, but different enough to be dangerous. They've helped bring deep simplicity to our business and helped shape a brand that is distinctively relevant.”
Gareth Kay
CMO, Twill
”What makes Proto different is their ability to quickly grasp the complexities of a business, ask the provocative questions that challenge underlying assumptions and collide commercial rigor with massive creative imagination. Partnership has become an almost bankrupt word, but Proto were truly the best partner you could ask for - similar enough to get along, but different enough to be dangerous. They've helped bring deep simplicity to our business and helped shape a brand that is distinctively relevant.”
The Outputs
The Outputs
The Outputs
➊ Brand Architecture
➊ Brand Architecture
➊ Brand Architecture
➊ Brand Architecture
➊ Brand Architecture
Unified the Twill portfolio for a new path to market that aligns with the brand’s vision of truly comprehensive care.
Unified the Twill portfolio for a new path to market that aligns with the brand’s vision of truly comprehensive care.
Unified the Twill portfolio for a new path to market that aligns with the brand’s vision of truly comprehensive care.
Unified the Twill portfolio for a new path to market that aligns with the brand’s vision of truly comprehensive care.
Unified the Twill portfolio for a new path to market that aligns with the brand’s vision of truly comprehensive care.
➋ Naming Strategy
and New Name
➋ Naming Strategy
and New Name
➋ Naming Strategy
and New Name
➋ Naming Strategy
and New Name
➋ Naming Strategy and New Name
A metaphor for the universally practical fabric, twill, brought to life by combining digital health services with empathetic care.
A metaphor for the universally practical fabric, twill, brought to life by combining digital health services with empathetic care.
A metaphor for the universally practical fabric, twill, brought to life by combining digital health services with empathetic care.
A metaphor for the universally practical fabric, twill, brought to life by combining digital health services with empathetic care.
A metaphor for the universally practical fabric, twill, brought to life by combining digital health services with empathetic care.
➌ Behaviors and Brand Principles
➌ Behaviors and Brand Principles
➌ Behaviors and Brand Principles
➌ Behaviors and Brand Principles
➌ Behaviors and Brand Principles
Behaviors embedded in the name embodied a consistent strategic through line of untangling, weaving, and guiding.
Behaviors embedded in the name embodied a consistent strategic through line of untangling, weaving, and guiding.
Behaviors embedded in the name embodied a consistent strategic through line of untangling, weaving, and guiding.
Behaviors embedded in the name embodied a consistent strategic through line of untangling, weaving, and guiding.
Behaviors embedded in the name embodied a consistent strategic through line of untangling, weaving, and guiding.
➍ Active Brand Playbook
➍ Active Brand Playbook
➍ Active Brand Playbook
➍ Active Brand Playbook
➍ Active Brand Playbook
A comprehensive playbook divided into Book (learn) and Play (extend), to provide both guidance, inspiration, and utility.
A comprehensive playbook divided into Book (learn) and Play (extend), to provide both guidance, inspiration, and utility.
A comprehensive playbook divided into Book (learn) and Play (extend), to provide both guidance, inspiration, and utility.
A comprehensive playbook divided into Book (learn) and Play (extend), to provide both guidance, inspiration, and utility.
A comprehensive playbook divided into Book (learn) and Play (extend), to provide both guidance, inspiration, and utility.
➎ Brand Launch Assets
➎ Brand Launch Assets
➎ Brand Launch Assets
➎ Brand Launch Assets
➎ Brand Launch Assets
Brought Twill’s new identity to life through a series of Brand Videos, Digital Campaign Banners, Sales Material, and Swag.
Brought Twill’s new identity to life through a series of Brand Videos, Digital Campaign Banners, Sales Material, and Swag.
Brought Twill’s new identity to life through a series of Brand Videos, Digital Campaign Banners, Sales Material, and Swag.
Brought Twill’s new identity to life through a series of Brand Videos, Digital Campaign Banners, Sales Material, and Swag.
Brought Twill’s new identity to life through a series of Brand Videos, Digital Campaign Banners, Sales Material, and Swag.
➏ Website Design and Development
➏ Website Design and Development
➏ Website Design and Development
➏ Website Design and Development
➏ Website Design and Development
Applied the new design system and motion graphics to interface elements, content strategy, and new site experience.
Applied the new design system and motion graphics to interface elements, content strategy, and new site experience.
Applied the new design system and motion graphics to interface elements, content strategy, and new site experience.
Applied the new design system and motion graphics to interface elements, content strategy, and new site experience.
Applied the new design system and motion graphics to interface elements, content strategy, and new site experience.
Work Highlights
Twill Thread
Generator
Building off the playbook, we created a generative tool for designers to perpetually create bespoke thread creations. Used to ease design work, not bypass it, the Figma plugin acts as a starting point for designers to refine and apply to new assets.
Twill Thread
Generator
Building off the playbook, we created a generative tool for designers to perpetually create bespoke thread creations. Used to ease design work, not bypass it, the Figma plugin acts as a starting point for designers to refine and apply to new assets.
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