Designing a competitive healthcare brand

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. The new brand was applied to the design of a new corporate website, as well as the company’s mobile app. 

From signing their first client in 2016, 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. 

Our Work

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