Helping a healthcare startup bring to market its flagship product

Beginning in 2015, healthcare startup Life360 partnered with Persona to develop and bring to market their first product, Contino – a medical device that helps men control urinary incontinence. The work we did together helped shape the many decisions that would follow.

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 propositions, laid down the DNA of the brand and built the framework for the go-to-market strategy. We worked with Life360 to architect a differentiated product-service offering with a marketable MVP and a highly scalable brand platform.

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 introduces the medical 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 as it promotes 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 both 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 takes into account the functional needs of the customer with the emotional dimension of health.

Aligning brand with business

We developed an agile and scalable brand platform that has helped promote engagement with investors, business partners and customers. We wrote a brand book that establishes consistency and clarity, articulating brand essence and differentiation, 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 the product’s promise, the new name alludes to the assurance of continence, while the brand’s tagline highlights Contino's value proposition. Our holistic naming system unifies all product-service components under the brandmane, setting expectations for a coherent brand experience. In addition to naming, we worked on brand messaging, developing tone of voice and messaging guidelines.

A distinctive identity

We built a confident identity that leverages the familiar visual language of healthcare. Optimized to work across multiple platforms and scales, the Contino logo features customized letterforms that help it stand out. Its sturdy geometric construction presents Contino as a trustworthy, smart and discreet medical device. To support the identity program, we developed a fresh and open typographic system that includes display and text typefaces. A colour palette that combines a calm deep blue with brighter tones that conveys wellbeing and optimism. A series of illustrations and icons to signpost the attributes and benefits of the brand creating a coherent identity system that scales naturally and conveys a positive and hopeful tone of voice. In addition, our work also included a brand playbook for partner clinics, marketing and communications, tradeshow displays, instruction booklets, brochures, pamphlets for healthcare professionals and patients, advertorials, ROI-focused social media and search engine campaigns.
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