What Pitch

Where EssenInternational

How Naming, identity, UX


The research phase for creating a new virtual healthcare platform was vital for positioning and naming Carry. It’s a friendly and easy name that makes for eye-level communication with a lighthearted touch. The concept behind Carry is based on the inclusivity of the Swedish notion of ’folkhemmet’ but expanded to the EU. People move around a lot more and it should be easy to get care wherever you are.

The sign-up process was the most important interaction to be solved, for the new brand to be a succes – so what is the user journey from discovery to commitment? To determine that two typical use cases were defined: a patient with cold symptoms, and a GP with a private clinic.

The identity is based on the idea of helping, with a human touch. By combining warm colours and a traditional serif with bold sans and colder colours associated with healthcare, a unique combination took shape. These can be combined into organic gradients that respond to human touch.

The wordmark has a human element, which allows it to be animated as well as being used as a fifth element across digital and printed media.

To get started on the user experience, a basic wireframe for the website a long with a full information architecture was developed. That included the user account, which is where the appointments take place over video calls. The app would be the main tool for those, so a couple of screens showing the UI were also needed in order for the pitch to become convincing.