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A better way to bounce back

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The healthcare industry wasn’t keeping pace with technological change. Buoy, an AI-assisted symptom-checker, changed that with their free, easy-to-use app. It not only identified with remarkable accuracy what was making you sick, but it recommended what to do next and where to go for help. The real challenge was in changing consumer behavior and mindsets about online medical support.


The brand needed to feel not just human, but super-human. The positioning captured the founders’ deep sense of purpose to change the trajectory of human health, while the voice was as familiar as your neighborhood doctor. Designer Sam Ayling crafted a visual identity ripe with rounded, human forms and free-flowing lines that carried the user along the journey to health.


What we did

Brand strategy

Simply put, Hilary helped us clearly define what we believe in. Her work has helped us create a core culture that emanates throughout our product and external brand.
— Andrew Le, Founder of Buoy Health