Babylon: Brand development and marketing communications
Babylon is a UK based startup on a mission to put affordable and accessible healthcare into the hands of every person on Earth. They partner with governments, health systems, insurers and employers to provide digital health services through the Babylon app. Members can talk to a doctor over a video call, check their symptoms with an AI powered chatbot and complete regular health checks.
As a creative lead in the marketing team, I was responsible for developing the Babylon brand across a range of touch points, from websites and emails through to events and clinic interiors. Our challenge was to create a global brand that feels fresh, optimistic, friendly and trustworthy.
Case study: US website
Babylon launched in the US in early 2020, partnering with health plans for people on low incomes. In the US telehealth is a crowded market with lots of providers. Babylon needed to stand out, and feel relevant for people who previously may have struggled to access healthcare.
My brief was to create a website for this market that would focus on helping eligible patients find the information they need to sign up, answering their questions and understanding the value they could get from the service.
I lead on all aspects of the design of this project, from UX to brand design, including:
structuring site architecture and creating easier to navigate user journeys
reviewing research to understand content gaps
briefing a copywriter to create content
art direction and developing the brand look and feel
Case study: Email templates
As the company grew, Babylon’s email templates began to look increasingly inconsistent and dated. As creative lead on this project, I worked with freelance designer Claire Cessford to first overhaul all of Babylon’s transactional emails, creating a style that had a clear hierarchy of information as well as a distinctive visual language.
I then developed templates for marketing emails to complement these. The idea being that transactional emails, that might relate to a current health concern, should feel more serious and direct in tone, and should be easy to distinguish from marketing emails, which should feel more playful and intriguing.
