Brand Identity for
HYLI, a start-up that digitizes advance directives & estates
HYLI supports families and single people in planning their future care. The start-up makes it possible to create and manage documents such as advance healthcare directives, powers of attorney, or wills digitally. The name HYLI comes from the question "How is your life?" and is made up of a combination of the first letters.
Corporate Design & Core Values
As part of the brand development, we designed a corporate design with a mix of vibrant and calm colors that reflect the company's values in their combination. HYLI presents itself as empathetic and family-oriented; it relies on practical solutions with a high level of trustworthiness.
Business stationery (example)
Branding, like everything nowadays, takes place to a large extent in the digital world. There are good reasons for this, because a significant part of a brand's image and marketing can be built, tracked, and optimized relatively easily this way.
However, it is no less important to fully exploit the possibilities of brand building in the physical world as well. Letterhead and business cards are marketing resources of the "old school" that can be just as effective for public presentation today as they were in the 18th century.
Below you will find a personalized branding design package for HYLI. The design speaks a clear language and thus builds on the brand's core values.
A campaign for social interactions (example)
The start-up HYLI is currently being established and is pursuing big goals. As part of a Brand-Awareness-Kampagne we developed advertising materials for the open space. With the Social-Engagement-Kampagne we address a broad target group and appeal to the feelings and nostalgia of passers-by through personal questions. The black-and-white photos support the message with authentic portraits from family life. The entire campaign ends with the question: "And you ... when was the last time you saw your mother/father?"The campaign runs in selected cities in Germany in the form of posters at bus stops and large banners in busy squares.
Social Media (example)
Everyone knows how important a successful social media presence is nowadays. Therefore, we naturally continued the Social-Engagement campaign digitally as well. This time we focused directly on the age groups represented in the social media channels. The visual communication of the marketing campaign includes images with stimulating texts as well as videos.
A short film and digital displays with 2D animations (example)
The video contains personal dialogues with people carefully selected from the marketing target group who represent different social groups. The visual concept accompanies the interview and focuses on emotions, especially when the question is asked:
"What did you particularly love about your mother/father?"
The answers are accompanied by close-up shots of the families. The entire campaign ends with the question:
"And you ... when was the last time you visited your mother/father?"
Testimonial
Corporate Identity & Brand Awareness
