Clarify Medical changed their name to Zerigo Health to reflect an expansion in marketing beyond the provider/employer focus. Their new primary target was individuals with chronic skin conditions. Propane created a new, D2C-inspired visual brand, positioning, messaging, and website for all audiences.
OUR WORK | Customer Engagement
Connected, Handheld MedTech Shines a Light on Skin Conditions
- Generate Interest
- Zerigo Health
- The Ask
- Rebrand Zerigo Health: Positioning, Personas, Messaging, Website
Generate Interest
Highlights
- Brand Positioning
- Brand Messaging
- Personas
- UX/Experience Design
- Responsive Website
- Custom Photoshoot
- Sales Presentations Decks
- Consumer and Provider Marketing Campaigns
- Generate Interest
- Zerigo Health
- The Challenge
- Employer–Student Platform with Gamification and Guidance
Client was able to provide the new logo, but did not have any brand identity guidelines or assets beyond that. As a result Propane had to continue the effort of evolving the brand. After the initial strategy sessions, the messaging became clear this was then paired with a visual strategy which aligned the company closer to a lifestyle brand.
Complication arose when the client noted that most of the sales are direct to employers through health benefit managers, however Propane was able to help stakeholders understand the central idea of people and having emotive based triggers. This lead into a visual language that had a soft almost make up and beauty like color palette, with photos that showed people being confident and happy in their own skin.
- Generate Interest
- Zerigo Health
- The Results
- Brand, UX and Technology Refresh to Drive User Action
While setting the brand, Propane worked to cast a diverse audience profile resourcing models to be used in a photo shot. A sunny open air set was used to capture the light on the skin and we used a special effects make up artist to install fake skin conditions to help relate to our audiences.
The messaging and copy was worked out with client in a series of strategic messaging sessions. Propane then designed the website based on approved mood-board and set out to build the site as a set of static HTML pages that the client would then expand on using their own internal resources.
