Rally Health
RallyHealth is a customer-centric healthcare and wellness app. We were tasked with increasing user engagement within the app without dramatically changing the brand. To achieve this, we focused on evolving the brand illustrations to be more engaging.
Client
Rally Health
Roles
Art Direction, Animation Direction, Storyboard Lead, Ideation, Brand Management
Evolving the brand illustrations
Adding emotion
Emotion is a key to connection. We added mouths to the characters to give them a greater range of emotion without deviating too far from the existing look and feel.This made the characters more expressive and better support the communication goals when implemented.
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Connection illustration / before
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Connection illustration / after
Improving body language
Subtle body language can communicate a lot. We evolved the characters' bodies from being stiff and linear to being more natural and expressive. This small change maintained the visual identity while strengthening the connection and feeling in the images.
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Sample of how to take a rigid character and give it emotion thru body language
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“Coach” character sheet
Expanding diversity and inclusion in the brand
Increasing engagement with people from all walks of life was fundamental to our growth. We used a persona based approach so that our characters had depth. Staying away from tokenism was important.
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Doctor visit / before
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Doctor visit / after
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Family / before
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Family / after
Developing personas
We developed characters for an EAP (Employee Assistance Program) video to be more inclusive. We used personas to make the characters more relatable. The characters represent a variety of race, body type and gender spectrums.
Making the hypertension coaching program more inclusive
We developed 7 unique characters for the “Get Heart Health” hypertension coaching program. Each character embodies a persona showing different stages of hypertension. Members follow the characters’ hypertension journey. These characters are higher BMI since most mem
Animation to make illustrations come alive
A great way to make an illustration impactful is to animate it. We used animation for explaining key concepts like the “What is EAP (Employee Assistance Program)?” video below. We also used it to deliver moments of delight. The examples below shows a light weight SVG Lottie micro-animation added to the app.
EAP Explainer video
Conclusion
We breathed life into the brand by refreshing the illustrations . By making the characters more expressive, we didn’t need to overhaul it to make it come alive. This also allowed us to publish new content without deleting existing content. It made for a smooth roll out.