Transforming behavioral healthcare.
A new website, visual identity, narrative, and awareness campaign brings clarity to the world of behavioral healthcare.
Services
- Brand Strategy
- Visual Identity
- Messaging Platform
- Awareness Campaign
- Brand Voice
- Brand Narrative
- Copywriting
- Website Design
- Brand Guidelines
Breakthroughs in behavioral healthcare used to come from doctors and psychologists. But now, Lyra is using data to drive the next major breakthrough—one that will not only fix the broken system, but completely revolutionize care from the ground up.
Apart from Lyra, almost everything about behavioral health is complicated. Conventional plans are obtuse and difficult to navigate, the quality and availability of local therapists is a black box, and it’s hard to tell whether recommended treatments are backed by hard evidence or no evidence at all. As a result, workforce engagement with traditional mental health plans is much lower than it would be if everyone who needed help was getting it.
Lyra needed a visual identity that communicated ease and simplicity—and a website that made good on that promise. Eschewing the rigid, cluttered feel of legacy healthcare providers, Lyra sought a modern, clean look and intuitive, dynamic web architecture. Lyra also needed a concise way to articulate its unique value to a wide variety of audiences—members, providers, employers, employees and recruits.
In addition, Lyra sought to launch a microsite and awareness campaign to inform customers about their mental health coaching options. As a distinct offering from therapy, the campaign needed to illuminate the advantages of coaching to those who might not realize they need help. All at once, the campaign was aiming to educate, intrigue, and ultimately drive behavior change in a sensitive category.
What We Learned Along the Way
Data can be emotive.
Cold hard data isn’t exactly the most inspiring visual—but it all depends on how you use it. If you’re a purpose-led company today, utilizing data can add quality control and a measurable ROI to what was once guesswork.
Mental health isn’t a design “trend”.
Design should always take emotional impact into account, but in behavioral health, the people interacting with the design are often at their most vulnerable. At every touchpoint, the design should be calming, authentic, and empathetic.
Simplicity is the best currency.
In an era where people can call a taxi or book a hotel with the push of a button, users expect everything—even complex institutions like healthcare—to be as easy as an app. Simplicity is the key to transforming consumer healthcare.
Tracy Lloyd, Co-Founder of Emotive BrandI really believe in what they are doing. Nobody else comes close to achieving what they are in such an important category.”
Bringing Strategy to Life
The Lyra name is evocative of constellations, guiding lights, and a sense of connection. We kept that same central story, but refreshed the treatment for a more modern, human quality.
Technology Plus Human Warmth
Because Lyra is a behavioral healthcare site, many people who visit are in a vulnerable emotional state. At every touchpoint, from the print materials to the website, Lyra conveys a sense of clarity, ease, and warmth—without sacrificing its data-driven insights.
Brand Guidelines at a Glance
The examples above showcase core elements of the Lyra brand: logo, color, and how these elements translate into real-world applications.
Shine a light on the power of Lyra mental health coaching.
This audience had a sense for what they wanted to achieve, but just couldn’t get there on their own. Unconscious habits or negative self-talk kept them from seeing the solution, and things that once felt easy to navigate suddenly became unsolvable puzzles.
Using the form of word searches, we composed two different types of puzzles. The first was a list of negative words with a positive word hidden within. The second was the inverse, a list of positive words with a negative word hidden.
Magic Moments
On the web, animation and motion elevated the big idea into an even more engaging experience, allowing the puzzles to kinetically unfold before the viewer. Beyond a magic moment, each hidden word represents a stage in the customer journey: reach out, reflect, clarity.
Creative Applications
We expanded the concept of the word puzzles across a wide variety of print and digital applications. Through the use of motion, we created antigrams—a variety of anagram in which the letters of one word are rearranged to create its opposite. It sought to illuminate the new perspective Lyra customers will be equipped with.
Experience that Works
The power of one story.
As startups grow, their stories often need to evolve from the personal to a broader narrative that everyone can relate to, that can be told with ease, and that people can return to again and again for inspiration.
Building off a beloved core.
Design is often a balancing act between refining and reinventing. We listened to Lyra to discover what was core to their visual identity, then updated the rest of its brand to hold that same level of emotion and meaning.
There are jobs, and then there are callings.
There a million jobs out there, but the people who seek out mission-based, purpose-led companies want to make an impact on the world. Communications, design, and company culture should all reflect that same passion.
It’s not what you said – it’s how you said it.
Especially when it comes to sensitive topics like behavioral healthcare, a brand’s voice is of paramount importance. Establishing a tonal framework ensures that Lyra is not only saying the right things, but is saying them in the right way.
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