Competitor Analysis • Communication Tone • Copywriting • Design
MY AFFIDEA
Your health online
Challenge
Affidea, a recognised brand in the healthcare sector offering a wide range of medical services, wanted to strengthen the connection with its users and needed to redefine its ‘My Affidea’ portal. The challenge was to make ‘My Affidea’ truly personal and differentiating in a market where the prefix ‘My’ was widely used, conveying proximity, accessibility, availability and trust in a visually attractive and efficient way.
Idea
In a context where there are countless uncertainties, the aim of this concept was to value and support To achieve the desired positioning, we started from the concept that health is something personal and non-transferable. ‘My Affidea’ should reflect “my health data” - my information, my history, my results, my tests. The logo design and visual communication were developed to convey seriousness and rigour, harmonising with the existing typography and the brand's iconic ‘A’. The signature ‘Your health online.’ reinforced the idea of continuous monitoring and digital accessibility, providing a dynamic and intuitive experience.
Result
The result was a cohesive visual identity and a communication tone that emphasised personalisation and the security of users' health data. As well as standing out from the competition, the new ‘My Affidea’ strengthened the relationship between the brand and its users, promoting a feeling of trust and closeness. The visual identity and copywriting developed were applied to various communication materials, including email communications, stickers, posters, toblerones and posts, ensuring consistency and clarity at all points of contact with the user. When the My Affidea App was launched, we also developed specific communication materials to promote the application, emphasising that ‘My Affidea is now an app’ and encouraging its installation.
