Lyn, a healthcare start-up, was built with a purpose: support people with multiple chronic conditions by giving each of them a designated partner and care to help relieve the burden of managing their healthcare. The unique business model is based on collaboration and the idea of creating a healthcare system that works for everyone.

But first, Lyn needed a brand that would give them credibility in a space where trust is tantamount—while also evoking their bright personality and spotlighting the difference they’re making for people with multiple chronic conditions.

To build an emotive and inclusive brand, Lippincott worked directly with the founders to sculpt the Lyn brand and culture from the ground up. We developed a human, inclusive and optimistic expression of the company’s important vision centered on community building and support.

First, we crafted a brand platform and purpose that was the foundation for everything that followed, acting as the operating system for the business. The purpose Healing lives together, drives home the message that Lyn Health is a friend at your side. Building on the brand platform, we developed a brand character that is open, helpful and innately human. The expression extended into the experience with nomenclature that establishes on-brand terminology at every touchpoint.

To ensure the brand is felt across the entire Lyn experience, we developed a set of actionable principles that guide product and experience design. The direction was codified in a playbook to help development and design teams put the brand commitments into action.

When it came to the visual identity and logo, we wanted to create a brand that will put a smile on anyone’s face, while paying homage to the brand’s new commitments: On your side, At your side. As a friend. The logo draws from a warm facial expression and greets the community member with a personal touch. While the color palette was inspired by various skin tones to express diversity and inclusion. In a digital-first world, the identity works seamlessly across a range of applications from social to the website and app. The brand expression is modern, kind, and human, emphasizing the personal role Lyn takes on for its members.

The result is a brand that challenges perceptions of what healthcare should be: fun, human, expressive, inclusive and optimistic. Since launch, the brand has successfully attracted first-generation customers from Fortune 500 companies, leading health plans and third-party administrators.