Twill
Brand Design
Delivered in-house
Shaping the brand of an evolving enterprise- and consumer-facing health care startup.
Rebrand from Happify Health
In 2022, Happify Health became Twill, The Intelligent Healing Company. The new brand supports Twill’s mission to shorten the gap between need and care by creating digital-first tools that are as connected as the body and mind.
During the swift few months that followed my start date, our in-house and agency teams launched the rebrand to Twill.
Introducing The Loop
With the rebrand to Twill, the B2B imprint Ear to Ear became The Loop.
The new identity is flexible, allowing the thread to flow between and among the logotype, as playfully or subtly as the content requires.
Flexible logo states
Launching Sequences
A Sequence is a first of a kind comprehensive and configurable care solution—built using a combination of digital therapeutics, well-being products, and human care solutions—and designed to integrate with our partner’s existing systems, offerings, and infrastructure.
Paid ads
The launch campaign included a series of paid ads which first introduced the Sequences value proposition and connoted the first four condition areas of the offering.
The Sequence for Mental Health launched concurrently, highlighting the data supporting the case for the solution.
The initial launch for the Sequence for Pregnancy centered around a moving research report, The Invisible Weight of Pregnancy, which shed light on the complex mental health experiences of pregnant Americans.
Social presence
Building a graphic library
In support of the launch, I developed an expressive, graphic, and robust suite of Twill threads for all conceptual applications.
The library is catalogued in alignment with three core brand behaviors: Untangle, Weave, and Guide.
Year-in-Review 2022
2022 was a year of massive transformation for Twill. We published a year-in-review celebrating 22 highlights of the year.
Conferences and Trade Shows
Extending our brand system to physical touchpoints.
