healthcure
Sector:
Health & Wellness
services:
Brand Identity
Brand Strategy
Healthcure is a sleep health company offering CBTi (Cognitive Behavioural Therapy for Insomnia) as a structured five session programme. Founded on clinical research, they work with people for whom poor sleep has become a long-term problem.
Insomnia is one of those problems people tend to manage rather than address. By the time someone looks for real help, they have usually spent months or years normalising poor sleep as just the way things are.
Healthcure needed a brand that could reach those people without feeling like a medical referral. Too clinical and it would put them off, but too soft and it would look like everything else they had already tried and dismissed.
We split the logo into two distinct parts, each doing different fulfilling a different role. “Health” is set in either navy or white, crisp and authoritative in both, and flexible enough to work across dark and light surfaces. “Cure” follows in a soft grey, calm and gentle, the reassuring counterpart to the authority of “health”. A coral heart sits at the junction between them where the two words meet, a small detail that signals care without the brand having to say it.
The palette was chosen to reflect that feeling of care. Soft lavenders, blush pinks and muted blues keep the brand feeling calm and accessible. The low-poly and network imagery pulls in the opposite direction, giving the brand a scientific feel that tells a sceptical audience this is something studied, tested and proven. We kept the two visual languages deliberately separate, each serving a different context rather than trying to force them together.
The brand gives healthcure a way into a conversation that is genuinely difficult to start. People do not easily admit they need help with sleep. The identity makes that first step feel less like seeking treatment and more like taking care of yourself.
KPIs
Brand Consistency Adoption
assets redesigned with
key touch points updated and full brand rollout
Brand Trust Growth
trust score with increased customer confidence
National Media Coverage
audience reach through Daily Mail article elevating the brand into the premium tier for its category
