Week 13: Branding for with/care

Marketing our product to the world!

Our team made significant progress since last week. As a result, with/care app is currently pending App Store approval with minor tweaks to adjust; proposal ready to circulate to potential health sector partners; app icon coming along; and marketing website.

App Progress

After submission, we’ve received feedback from Apple’s app store team to adjust the location collection setting for final approval.

Proposal

We put together a 2-page proposal consisting of who we are, about the app, the goal of the partnership, and a brief data structure of our app. Starting with Kristin’s network of healthcare professionals in UPMC and Allegheny Hospital, we gradually want to reach out to nationwide healthcare behemoths.

App icon

We came up with a pretty robust set of app icon exploration. We decided to steer away from the literal imagery of a virus as it linked a negative connotation to our app, which is supposed to empower and help infected patients. We also explored incorporating graph imagery, which we agreed that resembled too much of stock or trading apps.

Another approach we took was a much more abstract one with the with/care wordmark and a line. We especially liked the iteration based on a concept of curled edges of the paper (representing the report and trend visualization of our app) abstracted as a triangle on the top right corner. This is the final logo we landed on:

Website

Last but not least, we are working on finalizing our marketing website (still a work in progress). Since some kind of marketing material was required for app store approval, we figured a website would be a great way to not only meet the requirements but also as the first step towards initial user acquisition. Below are the different layouts we’ve been exploring for the website: