From app to valuable and distinctive brand
With more than 50k downloads, the Mantelzorger App can hardly be called a start-up anymore. But the ambitions are bigger. But how do you grow further when you have the app for caregivers but caregivers don't call themselves caregivers? Together with Mantelzorger App, we went back to the core. Where the strength of this valuable and distinctive brand lies.
From concept to impact: From app to valuable and distinctive brand
Team Two-headed
Floor, Takis, Rianne
Team Heliobit
Jaco, Noortje, Marcel
Our approach
Brand session
We went back to the drawing board with the founders. Why does the app exist? We discovered that the power is not in the technology, but in the recognition of the caregiver.
Brand Identity & Copy
We rewrote the story: from functional app to an empathetic brand. We developed a tone-of-voice that appeals to family caregivers on a human level.
Rebranding
We refreshed the corporate identity to make it warmer and more accessible, matching the new brand strategy.
Translating resources
We implemented the new identity in the website, app store texts and campaigns.
The Mantelzorger App team has been committed for years to supporting family caregivers in their difficult task. A task no one is prepared for and often difficult to combine with the professional and private life of the caregiver.
The task of informal caregivers is further complicated by how care is organized. More than once, informal caregivers are sent from pillar to post and things have to be explained over and over again to different agencies. Although the Mantelzorger App does not take the actual care out of their hands, the app makes their lives considerably easier.
The brand identity and roadmap to growth
In two valuable sessions, we delved into the authentic story behind Mantelzorger App. We defined the mission, vision and core values. We discussed ambitions, associated goals and possible avenues of attack.
All this we summarize a concept. The brand identity of the renewed Mantelzorger app. The roadmap that should lead to growth and real change in healthcare in the coming years.
What's next?
A new website to match the new story of Mantelzorger App. The basis for a campaign to continue to grow sustainably.
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