Orbita.ai
Orbita is a conversational AI company specializing in healthcare. They create voice and chat applications (think chatbots and virtual assistants).
the challenge
Orbita is a complex tech solution built with empathy for human needs. This conversational AI platform was created to connect patients with caregivers throughout the healthcare journey — helping patients in their time of need while also assisting stretched healthcare providers. But the Orbita brand, website and marketing assets lacked the humanity to properly tell that story.
the outcome
A brand refresh balancing business value and patient expertise and the creation of an empathetic personality that humanized conversational AI.
A brand playbook was created with the purpose of giving our clients solid understanding of how to take the Orbita brand to market and how to position it ensuring consistent and cohesive application of the brand.
Contents of the playbook included:
Underlying strategy to help inform brand-based decision-making
A brand style guide, design assets and examples of voice and tone direction
An annotated homepage design and animation video to guide the website build-out and future content creation
the team
Creative Director: Steph Skaggs
Strategist: Angie Gette
Design Lead: Aline Forastieri
Copywriter: Lori Samocha
Starting with a collaborative brand exploration and immersion session with our clients, we were able to define our main audience and create personas with balanced needs.
Brand concepts were explored to demonstrate creative vision possibilities.
The selected concept focused on the patient journey. Visual and verbal elements were developed to support vision. The personality was created to be “Your Dedicated Ally” while a bold illustration style was defined in order to stand out in the space and provide a touch of humanity, without having to rely on stock photography.
Brand manifesto
We know that every patient has a journey. Some are short, uneventful and unremarkable: make an appointment, receive care, head home. Others are longer, twisting and turning with challenges that seem impossible to overcome.
We believe that every journey is a chance for our customers to make a difference, not just in who they serve but in how they serve them. By offering care that goes beyond expectations and extends outside of medical building walls, they don’t just enhance experiences. They improve lives.
At Orbita, we empower our customers by transforming how they run their businesses. Our conversational AI solutions foster a focus on care, not clerical work. Our platform makes it easy to scale beyond tomorrow. And our technology feels human — better connecting requests with action and questions with answers. We empower our customers because, like them, we believe change in healthcare is possible: In every moment, on every journey.
Brand elements
Illustration style
Iconography style
Brand personality
Brand tone
The website strategy was developed based on the defined personas and the homepage was brought to life in the new look and feel, including a sophisticated and polished animation style (see video below) that showcased the technical abilities of the brand.
A final brand playbook was developed outlining the brand strategy, personality, visual style, website and marketing asset templates so that the internal Orbita creative team would be set up for success.
White paper cover template
Social media templates
“Springbox is a fantastic partner with their ability to listen with empathy, extract insights, and deliver beautiful creative and identity work.”
— Ashley Conway, Director of Digital Content Marketing at Orbita.ai