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Writer's pictureCatherine Carr

Blackbird Health Brand Strategy and Visual Identity Development

Updated: Nov 23


How we helped a healthcare startup with an inspiring mission claim an unmet category need and refocus its story and visual identity.


A blackbird silhouetted against a bright blue and red background.

Pittsburgh, PA

Healthcare Tech

Focus: B2C, Internal

CONTEXT

After securing initial funding, Blackbird Health was preparing to scale its innovative, virtual-first mental health care service to reach more kids and young adults. In addition to a complex story, the company had two websites that needed to be combined and two different logos in use. There were also two quite different versions of the inspiration for the name—one focused on the well-known Beatles song, and the other on high-tech military technology.


The team reached out to Vitamin C to develop a cohesive brand strategy, clarify its story, and refresh its visual identity to create a strong foundation for future growth.


There were two quite different versions of the inspiration for the name—one focused on the well-known Beatles song, and the other on high-tech military technology.

VITAMIN C SERVICES

Brand Strategy


Brand audit, stakeholder interviews, customer interviews, competitive analysis, brand archetype analysis and recommendations, development of brand purpose, position, and pillars, high-level messaging map

Brand Activation


Tagline development; brand expression guidelines; voice, tone, and vocabulary development; visual identity refresh including logo, colors, typography, and iconography; creative direction; brand-driven formats for team bios

Brand Expression


Content catalog development, website content development


MOMENT OF CLARITY

The competitive landscape included several emerging players, which were scattered across the archetype map. Little Otter evoked the Lover archetype by framing therapy as “together time,” presenting it as fun and playful. Bend Health aligned with the Caretaker, Brightline cued the Innocent with its emphasis on simplicity and hopefulness, and Cerebral evoked the Sage with its brainy name and focus on data.


The competitive landscape included several emerging players, which were scattered across the archetype map.

Colorful archetype map showing Little Otter next to Lover, Bend next to Caretaker, Brightline next to Innocent, Cerebral next to Sage, and Blackbird Health next to Hero with a star.
Blackbird Health recognized that kids and young adults who are struggling need a hero.

Yet there was a clear unmet need in the category: to rise to the challenge of addressing the nationwide youth mental health crisis and to be a champion for the kids and young adults who were struggling. The Hero stood out as an excellent fit—the team’s vision, passion, and commitment aligned strongly with the archetype’s key themes. While some teams shy away from embracing the Hero, many of Blackbird Health’s customers credited Blackbird Health with saving their children’s lives—a Hero by any definition! The Blackbird team was fully committed to tackling the tough challenge of getting diagnosis and prescription right the first time, and helping as many kids as they possibly could.


The team was fully committed to tackling the tough challenge of getting diagnosis and prescription right the first time, and helping as many kids as they possibly could. 

CREATIVE INSPIRATION

Once the team had aligned around the Hero archetype, we focused on bringing it to life in a way that felt right to the team. We agreed on key themes to emphasize, including rising to the challenge, courage, focus, commitment, tenacity, being a champion and an advocate, achieving goals, removing barriers to success, and teamwork. As the brand personality took shape, we focused on being courageous, team-oriented, and uplifting.  


As the brand personality took shape, we focused on being courageous, team-oriented, and uplifting.

A chart summarizing Blackbird Health as the Hero, with specific points for the team, kids and families, and partners (pediatricians, health plans, and investors)
We explored how to bring the Hero to life for Blackbird Health, and how it could inspire their work with kids and families, and with key partners.

We also researched characteristics of the redwing blackbird that could connect to the Blackbird Health story. For example, the redwing blackbird’s expansive range aligned with the team’s vision for a nationwide presence, and its nesting behavior, with males and females working together, corresponded to Blackbird Health’s emphasis on family involvement and collaboration. The new logo developed by Hovie Design Studios centers on the redwing blackbird, with the bright spot on the wing symbolizing hope.


Alt text: Choosing Blackbird Language, with inspiration points including expansive range (coast-to-coast presence), highly adaptable to different environments (resilience, adaptability, part of a local ecosystem), working together and nesting in pairs (teamwork, collaborative care)
Bringing the Blackbird Health story to life, taking inspiration from characteristics of the redwing blackbird

CONTENT CLIP


Together, we developed a powerful and inspiring brand purpose that connected strongly to the company’s name: “To help as many kids and young adults as possible spread their wings and soar.”


Blackbird Health logo, purpose, and Why Blackbird Health? We are committed to getting mental health for kids right the first time, because kids deserve better than trial and error. And our unique virtual-first model offers flexibility, with in-person care when you need it.
The new logo and purpose connect much more strongly to the Blackbird Health name.

And, one more win: Hovie Hawk's on-point logo design was selected by Graphic Design USA as an award winner for best logo in the Health & Wellness category.


COLLABORATORS

Design Hovie Studios (visual identity development and website design)

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