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Key Details

INDUSTRY
Virtual Care
SERVICES
Internal Research
Customer Research
Brand Audit
Brand Strategy
Visual Identity
Corporate Stationery
Marketing Collateral
Website Design
Photography
Rollout
BRAND ROLLOUT
2022

The Opportunity

A virtual care company offering a range of services to both businesses and patients, MyTelemedicine was looking to rebrand its offerings with a more modern name, bolder positioning, and a fresh look-and-feel. The virtual care space was in the midst of unprecedented growth following a pandemic-era shift to remote healthcare. MyTelemedicine hoped to reposition its brand, reimagine its identity, and redesign its website so that marketplace perceptions better aligned with the unique value and scope of its offerings.

Brand Strategy

Working with insights from an in-depth brand research initiative, Ignyte conducted a remote positioning workshop with a range of key stakeholders to achieve alignment on the brand’s strategic direction. The positioning framework that emerged was centered on value propositions including patient-focus, technology, and trusted expertise. The company’s commitment to comprehensive, convenient virtual care was captured in the big idea, “Virtual care from head to toe” and a renewed sense of purpose centered on improving patients’ lives.

Stakeholders

8

Customer Interviews

15

Competitive Audits

6

Audience Segments

3

Naming

From the outset of the branding initiative, it was agreed that the brand’s original name, MyTelemedicine, was dated and cumbersome, and that a new name would be needed. The naming process entailed in-depth research to uncover opportunities for differentiation and inspiration. Multiple naming styles were explored, and after many rounds of refinements, the concept of Lyric emerged. Lithe, humanist, and engaging, the name evokes ideas that are central to the brand.
A diagram illustrating the brand's old name, MyTelemedicine, as well as its new name, Lyric

Visual Identity

The Lyric visual identity was carefully designed to embody the new brand’s positioning and personality. The brand’s primary color, teal, evokes health, hope, and freshness. A friendly, humanist serif typeface was used to convey the compassion at the heart of the brand. The wordmark includes a distinctive character that is at once modern and personal, and feels perfectly at home in the virtual care space.
The Lyric logo

Collateral

Lyric collateral includes an integrated collection of brochures, stationery, ephemera, and templates designed to equip the sales and marketing teams with a powerful system for communicating the new Lyric brand positioning. Each collateral piece evokes Lyric’s brand personality attributes (modern, convenient, agile, personal) with branded fonts, photographic treatments, iconography, and diagrams.
A Lyric brochure gatefold showcasing brand messaging on the left and a photo of a father using the Lyric app on the right
The Lyric stationery set, including letterhead, envelope, and business cards
A Lyric billboard atop a brick building with the messaging

Website

The Lyric website is a comprehensive embodiment of the brand’s reimagined positioning and personality. A dynamic hero includes vibrant photography, the brand’s signature teal color scheme, and a clear call-to-action. Mobile device mockups show previews of the Lyric app’s clear, intuitive experience. Page layouts are clean and balanced, making for a highly intuitive user experience with frequent calls-to-action prompting users to download the Lyric app or schedule a demo. A clean yet friendly aesthetic is extended throughout the site, with bright, bold photography and an engaging brand experience.
A screenshot of the Lyric homepage A screenshot of the Lyric Integrated Care website page