The conversation around mental health and the marketplace surrounding it has been transforming at an exponential pace. Yet the role of technology within this new reality has remained undefined and misunderstood.
As a company betting to disrupt mental healthcare with AI, Woebot was facing a steep perception issue.
We embraced the notion that mobile, conversational technology, available when people need it most, is the most human form of mental healthcare.
In comparison to other providers that required planning ahead of time, we highlighted Woebot’s superpower: immediate, unfettered access to help.
We called it: small chats for big feelings.
From that unlock we built a deeply human brand.
A familiar, colorful identity connects to the brand positioning of making space for your mental wellbeing and the website brings to life core themes of allyship, empathy and self-sufficiency.
This approach has enabled Woebot to showcase all the situations their products are designed for—without following category tropes of smiling faces, and vague promises of becoming a “new you.”
— Connie Lim, Senior Strategist