Navigating Brand Evolution for a Start-Up at a Critical Stage of Growth
HelloWeCare is a Heidelberg-based startup offering workplace psychological services. The name says it all: founders Roxana Chilla and Anastasija Schilling are dedicated to transforming the world of work. They connect licensed psychologists in training with employees on their digital platform to strengthen the mental well-being of companies. Their vision: easy access to psychological support for everyone!
Navigating Brand Evolution for a Start-Up at a Critical Stage of Growth
HelloWeCare is a Heidelberg-based startup offering psychological services in the workplace. The name reflects their mission: founders Roxana Chilla and Anastasija Schilling are dedicated to transforming the world of work. They connect licensed psychologists in training with employees on their digital platform to strengthen the mental well-being of companies.
Their vision: easy access to psychological support for everyone!
Background
The startup HelloWeCare developed a digital platform for psychological services at the workplace. However, development stagnated, and clear design guidelines were lacking. The initial, rudimentary logo was insufficient to enable web designers to work efficiently or to help convert potential customers. Sales and marketing stalled, putting the startup in a critical situation.
Our task was to help the start-up emerge from obscurity and make its vision shine. To achieve this, we developed an authentic brand identity and a clear design strategy that builds trust, strengthens market entry, and inspires customers with the founders' idea.
Approach
Workshop
Workshop to openly address challenges, broaden perspectives, and reignite the original vision – as a foundation for solution-focused action. Methods: Stakeholder mapping, future immersion.
1
Branding
A collaborative branding sprint to develop an authentic brand identity and create a precise briefing for web design and development for a successful launch. Methods: Co-creation, brand bootstrapping
2
Developing a content strategy that creates structure, brings clarity to messaging, and enables the team to speak with one strong voice across all touch points.
Content Strategy
3
Sales Material
Development of an informational magazine that makes the start-up’s vision tangible and helps the sales team engage and excite initial key accounts even before launch.
4
Approach
Workshop
Workshop to openly address challenges, broaden perspectives, and reignite the original vision – as a foundation for solution-oriented action. Methods: Stakeholder mapping, future immersion.
1
Branding
A collaborative branding sprint to develop an authentic brand identity and create a precise brief for web design and development for a successful launch. Methods: Co-creation, brand bootstrapping
2
Developing a content strategy that creates structure, brings clarity to messaging, and enables the team to speak with one strong voice across all media.
Content Strategy
3
Sales material
Development of an informational magazine that brings the start-up’s vision to life and supports sales in engaging early key accounts ahead of launch.
4
Approach
Workshop
Workshop to clearly identify problems and restore the team's vision despite all adversity, in order to tackle solution. Methods: Stakeholder mapping, future immersion;
1
Branding
Collaborative branding sprint to give the start-up the brand identity it deserves and to provide web designers and developers with a clear briefing for the launch. Method: Co-creation, Brand Bootstrapping
2
Content strategy enabling the team to establish a scalable content foundation across all channels with consistent messaging.
Content Strategy
3
Sales Material
Development of an informational magazine that makes the start-up’s vision tangible and helps the sales team engage and excite initial key accounts even before launch.
4
Approach
Workshop
A workshop to openly address problems, broaden perspectives, and reignite the original vision – as a foundation for solution-oriented action. Methods: Stakeholder mapping, future immersion.
1
Branding
A collaborative branding sprint to develop an authentic brand identity and create a precise brief for web design and development for a successful launch. Methods: Co-creation, brand bootstrapping
2
Sales Material
Development of an informational magazine that translates the start-up’s vision into a tangible narrative and supports sales in engaging early key accounts ahead of launch.
4
Developing a content strategy that creates structure, brings clarity to messaging, and enables the team to speak with one strong voice across all media.
Content Strategy
3
The Outcome
The work resulted in a strong visual identity and a clear communication strategy that was received equally positively by investors, customers, and at trade fairs. The successful launch of the platform and website was a direct result of these measures. As the founders noted: "Good marketing doesn’t have to be expensive to be effective. In the long run, it saves a great deal of time and resources."
The Outcome
The work resulted in a strong visual identity and a clear communication strategy that resonated equally with investors, customers, and trade-fair audiences. The successful launch of the platform and website was a direct outcome of these efforts. As the founders noted: “Good marketing doesn’t have to be expensive to be effective. Over time, it saves significant time and resources.”