Corporate Rebrand: Becoming Twill

copywriting & Voice • Location: NYC • Year: 2022

Before Twill, there was Happify Health. What started as a B2C wellness app, steadily grew to become an innovative digital mental health company, offering a suite of clinical-grade solutions to major health plans, pharma companies, and large employers.

To reflect our evolution, we needed a new corporate brand to match. This demanded a complete identity overhaul, spearheaded by our in-house brand team. You can read more about the 2022 launch here.

This is the story of Twill: The Intelligent Healing Company™.

150

playbook pages

12

new website pages

Untangling the complexities of Care

Brand narrative

First, we unified the Twill brand communications under one clear, cohesive, and scalable narrative. This step was vital to our success as we relaunched into a saturated market landscape.

To bring our new narrative to life, we created a short video to announce Twill—and Sequences, our core offering—to the world.

Amplifying a new brand voice

verbal system • Tone of voice

To embody our new brand voice, we created The Intuitive Advocate: our new persona. This effectively gave us a single role to play while making our communication distinctive and ownable.

The Intuitive Advocate acted as a tool for creative inspiration and decision-making, blending character with purpose—so when we expressed ourselves, it came from an authentic source of truth.