Femmily

Inspiring health, transforming outcomes. For women and families in Singapore.

Services

The Problem

This was a tall order to start with. Since two separate teams were coming together under a joint venture to create FEMMILY, there were naturally many complications over the differing viewpoints and expectations of this initiative. To kick things off, we initiated a 3-day workshop bringing all the decision makers and top stakeholders from both teams to the table to discuss the business model and the brand persona they envisioned FEMMILY to be. This deep dive turned out to be quite an eye-opener for everyone involved, as it brought to light the differences in strategy and perception that the teams had, and we worked through each of those in order to get everyone aligned on a clear path to move forward. Whilst thoroughly exhausting, it proved highly beneficial to the teams themselves as there was so much more clarity to work with before getting to the naming stage. Everyone's understanding of the brand promise was now aligned with business objectives, and that made everything a lot easier when it came to the collective decision-making process.

Our Solution

Twelve weeks later, after much back and forth over the design stages, the finalised brand identity guidelines and framework were rolled out internally. This is when their app development team took the lead in the conversation with our design guys to hammer out the UI/UX of the platform, factoring in the customer journey that we drafted out during the workshop. This stage was tedious and involved a lot of hand-holding to get the motion design just right, in line with what the customer experience expectations were.

The Results