Regard (formerly HealthTensor), a five-year-old startup, is on the leading edge of healthcare, where computers play a significant role in speeding up the process of diagnosis, freeing physicians to focus more on what they do best — critical thinking and patient care. The founders turned to Spectacle to evolve Regard’s strategy, visual identity, and messaging with the goal of simplifying the story to appeal to a burnt-out, stretched healthcare audience, investors, and the general public.

INSIGHTS, BRAND STRATEGY, BRAND POSITIONING, NAMING STRATEGY, VISUAL IDENTITY, MESSAGING, WEBSITE DESIGN

THE OPPORTUNITY

When Regard reached out to Spectacle, they had recently completed a naming exercise to shift from HealthTensor to Regard, and closed on a Series A round of funding. They were gaining trust and traction with big names in healthcare like Penn Medicine and Cedars-Sinai. But even with proven success, impressive metrics, and well-known partners, they knew their brand’s outward appearance and story could land with more immediate and powerful impact.

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THE CHALLENGE

It was clear Regard had game-changing, critically-important technology. But the identity was doing the product a disservice by not living up to that same standard. The visual identity was expected and undifferentiated, and needed tighter and more compelling messaging to break through to a skeptical healthcare audience.

KEY INSIGHT

THE SOLUTION

Driven by this core insight, we articulated a purpose for the brand that was both grounded in current technology and galvanizing to the team as they scaled across the healthcare system: creating technology that enriches and advances the practice of medicine. We created a brand identity that broke from healthcare clichés, anchored the visual system in a modern and optimistic color palette, and developed a set of custom imagery that simplified technical jargon. Imagery conveyed authenticity and optimism, capturing moments of joy and delight for medical providers even during the daily grind.