Welcome Health
Reframing primary care for seniors by bringing humanity and common sense to the forefront.
Welcome Health is reframing primary care for seniors—combining the latest in tele-health with the latest in gerontology. The goal was to build a new-to-the-world brand that would motivate seniors to switch from a traditional PCP to Welcome Health. Cactus saw an opportunity in what Welcome Health planned to offer as a PCP—it wasn’t revolutionary, it was common sense. With its technology and in-home service, Welcome Health could deliver on ‘common sense’ care in a new and differentiated way.
In pursuit of a brand identity that would resonate with older adults, Cactus created 3 distinct ‘brand prototypes’ to pressure-test in consumer research. This approach surfaced pivotal insights, highlighting the value of 'person-first' language, emphasizing expertise not merely through academic qualifications but also compassionate communication.
Born from these insights, Welcome Health champions a person-first, patient-second philosophy. The brand displays an inviting warmth, blending hand-drawn elements with imagery that foregrounds individuals and their diverse interests and positions healthcare providers as partners in their wellness journey.
We created a consumer-facing brand prototype for each way in: Whole Picture Health, The Science of Aging, Care With Respect at The Core. We learned that 'Person-First' resonated most.
Expertise with older adults was important to our patients, but it wasn’t just about diplomas—it was about experience and bedside manner.
The hand-drawn aesthetic of the logomark extends into a library of unique and lively brushes that reinforce Welcome Health's commitment to delivering personalized care that meets each members unique needs and goals.
With a unique focus on the life story of members, the brand creates a warm and welcoming atmosphere without sacrificing modernity and an innovation edge.
