XO Health

A Multidimensional Brand Identity

Macroscopic partnered with XO Health to develop both its primary client and member-user brand identities, operational frameworks, and communication systems to not only enter, but thrive, in a long-standing industry.

SERVICES

Capability

INDUSTRY

Healthcare

THE OPPORTUNITY

Enter a Mature Market Facing Perception Challenges

XO Health is a health insurance plan disruptor igniting a broad scale revolution in the sector. Designed by employers and engineered by experts to create an equitable, sustainable, and scalable health plan model, XO is committed to delivering both meaningful health benefits and optimal business outcomes to self-insured employers and their staff.

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Seed-funded by AlleyCorp, XO turned to Macroscopic for our specialization in both future-forward design and health-tech domains to develop both its internal and external-facing brand identity and communication systems prior to launch.

OUR ROLE

Building Trust and Facilitating Perceptions

Building trust with consumers is important for any product, but for one dealing in health, it’s critical. Our team recognized the biggest challenge – both for self-insured businesses and member-facing end users – would be overcoming industry-wide negative perceptions and validating credibility against long-standing incumbent vendors.

OUR ANGLE

Broadening Horizons: A Multi-Audience Strategy

To optimize XO’s brand positioning for market entry, we utilized a two-fold approach.

First focused on the internal brand identity, we:

Established a collective foundation of expertise

Launched the inaugural XO Health Design Studio – a symposium bringing together stakeholders across all health plan lifecycle touchpoints – to inform and refine the vision. The findings not not only guided our path from a brand perspective, but also resulted in refinements to XO’s business infrastructure and value proposition.

Aligned Brand and Business model

Worked closely with XO’s founder as she gained insights in real time from potential investors and client prospects to align the brand with evolving company goals.

Collaboration

With the internal brand infrastructure in place, we then determined how this identity would need to adapt to empower XO Health’s patient-consumers.

Integrating

We coalesced learnings from interviews, meetings, reviews, assets and documentation to identify the challenges facing the member brand experience.

Key Insight

While member-users resonated with XO’s core values, the primary brand’s strength-centered articulation of empowerment was in fact a deterrent for patients seeking support in times of stress and crisis.

In collaboration with XO’s leadership, we developed an internal brand identity that conveyed a level of strength and expertise equal to legacy brands, while also highlighting XO’s innovative systems framework, operational transparency, and unified ecosystem coordination.

Every narrative element, whether tonal or visual, laddered up to building trust and empowering employers.

THE RESULTS

An Empowering, Multidimensional Brand Identity

Designed to build affinity with member-users, our resulting sub-brand amplified signature elements of the primary identity – clarity, confidence, ease of use, and interoperability – while translating these core values into a more approachable, distinctly human, and advocacy-led positioning.Similar to the primary brand development process, our work also had a direct impact on shaping the business strategy for the user-member brand. In addition to core tonal and visual assets, our final deliverables included a comprehensive Member Brand Experience Guidelines document, providing XO with an operational framework to execute brand stewardship and advocacy at scale.XO Health is now launched and actively accruing self-insured business clients. It recently secured an additional round of funding, and is also looking to launch on the open marketplace.`