Technology, Health and Wellness

Our work
Brand strategy, story, messaging, and positioning
Identity design
Brand guidelines
Website UX Design
Platform UX consulting

Raised in TSX IPO

Canadian Telemedicine provider

Acquired by Sun Life

A competitive new brand for a Canadian telemedicine leader

Dialogue, a pioneer in telemedicine, faced early competition from a range of new and established players in Canadian and international markets. The company sought a new brand narrative and identity that would set it apart from the pack. 

Dialogue delivers excellence in care, not merely a transactional experience. The company maintains a commitment to a disciplined and principled approach, within an industry that is heavily focused on opportunity and speed to market. 

The new Dialogue brand was developed based on a fundamental positioning: “When it comes to health, people too often take what they are given. Health is everything. Don’t settle.” 

Pilot developed a new brand narrative that placed the patient — not technology — at the centre. We moved the brand look and feel away from the homogeneous pastel and illustration-based approach that is common to technology startups. We chose a high contrast colour palette, balancing darkness and warmth — maturity and professionalism — diversity and inclusion — all designed to speak to the quality of their offering. The logo was updated, moving from cute to iconic. We executed the new brand through the redesign of their corporate website, as well consulted with Dialogue’s product team on application to their mobile platform. Dialogue has rapidly become the #1 telemedicine provider in Canada, a position that was achieved by staying true to their principles, while developing a brand that beautifully communicates who they are, what they do, and why they are uniquely important. 


  • Achieved #1 standing in the market
  • Secured investment and exclusive partnership with Sun Life
  • Raised $100 million dollars in TSX IPO

The Pilot team expertly helped us navigate through an extensive rebranding exercise. They acted as true partners in every step of the process, and we were delighted with the quality of the thinking involved. In the end, a brand must deliver on its promise, and we feel that Pilot made that happen in a big way.

Cherif Habib, CEO

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