Persona case study for Contino

Helping a healthcare startup bring to market its flagship product
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Healthcare startup Life360 partnered with Persona to lead the creative and strategic efforts for their flagship product, Contino—a groundbreaking medical device aimed at helping men manage urinary incontinence. Our collaborative approach played a pivotal role in shaping key decisions that would define Contino's future success.

From minimum viable product to launch

We started by leading an in-depth discovery process designed to turn market insights into design-driven decisions—we wanted to transform customer understanding into business value. Getting deep into buyer personas and customer journeys, we clarified value proposition, laid down the DNA of the brand and built the framework for a go-to-market strategy. We worked with Life360 to architect a differentiated product-service offering with a marketable, highly scalable brand.

Healthcare is much more than a transactional exchange

Healthcare requires empathy. Early on, we envisioned a product-service mix we called the Contino Integrated Solution that introduced the product along with expert support from a network of Contino Trainers and Authorised partner Clinics. This value-adding partner network operates as an incentivised distribution channel facilitating customer engagement while promoting improved patient outcomes. Through the whole process we worked with the leadership team to develop CX strategy, define pricing and operating models, and design/implement initiatives to improve the overall experience for end customers as well as clinic partners.

Shaping the customer experience

Working with our partner Intentions, we ran in-depth interviews to learn how urinary incontinence impacts the mental health of men. We developed strategy and design for both on-site and online experiences, mapping out touchpoints along the customer journey while planning and designing for new ones. The result is a frictionless experience that tackles functional needs while considering the emotional dimension of health.

Aligning brand with business

We developed an agile, highly scalable brand platform that promotes engagement with customers as well as investors and business partners. We wrote a brand book that establishes consistency and clarity, articulating brand essence, value proposition and promise. We established an intuitive brand architecture and laid down the core elements of the brand story.

Scaling the brand platform

We developed new name and tagline: Contino— Contain the flow, get on with life™. A distillation of Contino's promise, the new name alludes to the assurance of continence, while the tagline highlights its proposition of value. The holistic naming system unifies all product-service components under the brandname, setting the expectation for a coherent brand experience. In addition to naming, we worked on content, developing tone of voice as well as brand messaging and guidelines.

A distinctive identity

Confident and trustworthy, the new identity leverages the familiar visual language of healthcare. Optimized for multiple platforms, the Contino logo features customized letterforms that help it stand out. Its sturdy geometric construction presents Contino as a smart and discreet medical device. To support the identity program, we developed a fresh typographic system that includes display and text typefaces; a colour palette combining a calm deep blue with lighter tones; a series of illustrations and icons highlighting the attributes and benefits of the product. In addition, we designed a brand playbook for partner clinics, a marketing program, tradeshow displays, instruction booklets and product brochures, adverts, as welll as social media and search engine campaigns.