Anima
naming, logo, brand identity, UX/UI, launch strategy
Ukrainian neuroscientific startup using eye-tracking technology to analyze attention settings and help find the best strategies for improving mental health.
Our task was to develop a brand, design the user experience (UX/UI), and verify product-market fit for launching the product in the Ukrainian and United States markets.
We conducted a research on target audience's experience and understood that mental health is a relatively closed area, and many people face difficulties when seeking help in this field.
Therefore, our solution was in a very simple way to explain the complex innovative product, serving as a transitional mechanism between personal care for mental well-being. Anima is an effective, evidence-based, remote, and safe diagnosis of people's mental states.
The name was chosen based on several key criteria: short, euphonic, meaningful, and with categorical attribution.
Upon reviewing over 50 options, the name "Anima," which is a literal Latin translation of the word "soul" (similar to the Greek "psyche" in "psychology"), became a winer and met all criteria.
A calm and simple logo adorned with a floating dot adds visual expressiveness and carries the meaning of both ephemerality and purposefulness. In combination with the dot that closes the logo, it creates a sense of intergity and conceptually scales to the entire visual system.
The combination of modern typography and magazine layout visually solves our task – to show that the product is technological and based on a significant scientific foundation, presented in a way to interest a broad audience.
Anima is a new, innovative product, and our goal was to make the user's journey as simple as possible. Therefore, our user flow is native, entirely free from pressure to choose or buy here and now. This approach allows us to build initial trust in the product, which later grows into a long-term partnership
The product launch in the USA was carried out under the slogan "How are you?" – a friendly invitation to think about one's well-being.
The soft launch strategy allowed us to test the current positioning and gather all relevant data on the usability of the product and communication effectiveness, resulting in checking product-market fit.
Considering that Anima is a startup during wartime, the team actively worked on analyzing the psychological state of Ukrainians – and we, in turn, assisted with the development of white paper and case materials for events such as the "First Lady Summit," where Anima was presented as a significant participant in the mental health ecosystem of Ukraine.
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best Ukrainian start ups of 2023 according to AIN.UA
