ABOUT

Concept
Affidea sought to redefine its ‘My Affidea’ portal to better connect with users and stand out in a market saturated with generic “My” prefixes. The goal was to make ‘My Affidea’ truly personal, emphasizing proximity, accessibility, and trust. Centered on the idea that health is personal and non-transferable, the platform was positioned as a secure space for users to access their health data, including information, history, results, and tests. The tagline ‘Your health online.’ reinforced digital accessibility and continuous support.

Execution
The project started with a competitor analysis to differentiate ‘My Affidea’ in the healthcare market. A clear communication tone was developed to highlight personalization, trust, and security. The logo and visual identity reflected seriousness and simplicity, aligning with Affidea’s established branding. The identity was applied across materials like emails, posters, and social media posts, ensuring consistency. For the launch of the My Affidea App, tailored materials were created with the message “My Affidea is now an app” to drive adoption and engagement.

Results
‘My Affidea’ established a cohesive, user-centered identity that strengthened the brand’s connection with users. Its personalized communication tone and reliable design helped it stand out from competitors. The app launch materials boosted user adoption, reinforcing Affidea’s commitment to accessibility and enhancing the overall user experience.