Martin et Karczinski develops brand for health platform Well

As Switzerland's first digital health platform, Well aims to offer fast and simple solutions for health concerns. To this end, four companies - CSS, Visana, Medi24 and Zur Rose - have joined forces. The agency Martin et Karczinski was commissioned to develop the brand strategy, brand architecture and brand design for this.

Gesundheitsplattform WellThe Well platform is intended to bundle the knowledge and expertise of all stakeholders as a comprehensive ecosystem for individual health management. Martin et Karczinski was commissioned to develop the brand design after a two-stage competition in fall 2020. In an intensive collaboration with representatives of the founding companies, the strategic foundations for the positioning, brand architecture and brand development of Well were created.

"With Well, all relevant players in the healthcare sector should be able to come together and pull in the same direction. That is Well's vision," says Alexander Boyer, CEO of Well Gesundheits AG. The brand promise "Your health in your hands." not only conveys Well's comprehensive performance claim. It also stands for the role of the user as an autonomous and responsible shaper of his or her health. The brand architecture is intended to allow open further development of the health platform, so that more and more partners and services can be added after the launch phase. Other players have already joined.

The brand values and ambitious value proposition are expressed in the new brand design. Well's logo builds on simple symbolism. "In combination with an emphatic and open visual language and the color combination of blue and green, users and service providers experience a company that will clearly and consistently realize its vision," says Daniel Zehntner, CEO of Martin et Karczinski Zurich.

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