Created while I was Director of Marketing for The Bureau of Small Projects, on behalf of Elumina.
Naming, brand and website
Whole-patient careElumina.
Accredited care that treats the whole patient, using remote monitoring and AI.
The real problem
A brand new kind of care with no name, no identity and no story. And it lives in a category where remote monitoring and AI can easily sound cold.
What I noticed
The technology is how the care works. It isn't why anyone chooses it. People want to feel looked after as a whole person, not tracked.
The call I made
Lead with the patient and let the tech play a supporting role. Start with the name, so everything after it grows from the same idea.
What I built
I named it from scratch, then built the brand end to end: landscape analysis, value proposition, identity, messaging and the website.
The words
Reshaping healthcare to empower every patient.
As a patient-first company, we are committed to rethinking and optimizing the patient experience at every step. We are transforming the way home healthcare is prescribed, delivered, and assessed. With advanced technology and a comprehensive approach to care, we are leading the home healthcare revolution.
The lesson
Lead with the person. The tech is the how, not the why.
The work
What I brought
- Naming
- Landscape analysis
- Value proposition
- Identity
- Messaging
- Website
This work was created for The Bureau of Small Projects, on behalf of Elumina. All rights belong to the agency and the client.