BioBeats began as a tech start-up that originally created an app that generated custom music to match your heart-rate. Now they create digital products that change the way people look at, deal with and take control of their overall wellbeing.
The fundamental aspects of the business had evolved, grown and changed to what was no longer in-line with the culture, products and aspirations of the company. So they came to Hatched for a complete brand strategy, identity and design overhaul.
We positioned BioBeats to be open with, and demonstrate, their belief that a better understanding of mental health or stress can help to prevent the onset of physical disease. This understanding comes through measurement, and by measuring via their digital products, such as BioBase, they are able to create improved products which serve as a better form of clinical therapy and support. This positioning set out a brand mission and purpose, and therefore mindset, for everyone working with or for BioBeats.
While the products are AI driven, the brand and business behind them are not. We wanted to humanise the brand by pushing away from terms like ‘artificial’. We felt that the hard-working, super-intelligent people behind BioBeats, and everything they do to improve wellbeing, are what makes the brand what it is. Whilst the internal mantra felt like a driving, (almost) robotic tone making their mission simple, in the middle of that is a very human purpose. This became the strapline for the brand, where we nod to Artificial Intelligence through highlighting letters: Improving Human Wellbeing.
The original logo (on black) was quite bold and showed a heartbeat through the ‘O’. This was synonymous with the business when it began, but was now redundant.
The logo is now more refined, softer and neutral in tone, and takes a more sympathetic aesthetic to science over music. The heartbeat was replaced with a ‘data-wave’ which represents the different measurements that their products record: heart rate, stress levels and mood. Having fluctuating waves as part of the logo felt like the perfect representation of stress, showing that a deeper understanding of stress can be gleaned by using BioBeats and visualising the ups and downs that stress can cause.
Hatched helped us rebrand overall and for our website, steered us through a minimal but very impactful direction which we feel worked really well and absolutely got to the core of our messaging (another thing they helped us work out!). Awesome work!David Plans, CEO
Mobile first website
The science behind the products, which aims to understand mental health and its relationship to the body, is incredibly complex.
Therefore, the website experience needed to be easy to understand, easy to read and quick to digest. We wanted to keep the website simple, using bold statements about what it is BioBeats believe in and are trying to do, cutting out complication or over-explanation, adding subtle yet delightfully playful animation and movement.
Tote bag design
Since the rebrand BioBeats have gone from strength to strength, leading the way in digital health and artificial intelligence. They have recently closed a £2.4M funding round led by Oxford Sciences Innovation (OSI), White Cloud and IQ Capital.
The new investment will support the company as they focus on delivering their cutting-edge wellbeing solutions to a global audience. It has also enabled the pilot launch of their latest app product, BioBase in conjunction with the BioBeam, a wearable technology that syncs to the app, all housed in a concise hierarchy underneath the master brand of BioBeats.
Hatched have provided a service above and beyond the brief we initially gave. The team have been with us every step of the way and graciously accepted our feedback and suggestions, but guided our decisions with level and experienced advice, bringing creative and clever solutions to the table every time.Rosa Glover, Head of Content
For the full case study please visit our website: BioBeats - Brand identity