Dokotela -
Brand & Marketing Strategy
CLIENT CASE
Dokotela, a telehealth company specialising in mental health services, sought to elevate its brand presence and align its identity with its expanding services. When I joined as Brand and Marketing Manager, I was tasked with creating a cohesive brand strategy that would resonate with both healthcare professionals and patients while establishing Dokotela as a trusted and innovative leader in the industry.
Research and Insights
My journey began with in-depth research to understand Dokotela’s core values, target audiences, and market position. I conducted competitor analysis, audience segmentation, and stakeholder interviews to gather insights. The research highlighted the need for a more defined brand identity that could bridge the gap between clinical professionalism and the warmth of patient care.
Research and Insights
My journey began with in-depth research to understand Dokotela’s core values, target audiences, and market position. I conducted competitor analysis, audience segmentation, and stakeholder interviews to gather insights. The research highlighted the need for a more defined brand identity that could bridge the gap between clinical professionalism and the warmth of patient care.
Original logo
Original Colour Palette
Original Icons
Previous Brand Visuals
Insights from the research showed that a brand strategy is needed to visually and strategically show Thorsbrenner as an adventurous and inclusive brand that helps families organise together.
Choosing the new name Thorsbear was essential to the company, as it was a way to connect the target group with the brand.
The new Brand Identity.
The new brand identity is sporty and minimalistic, thereby appealing to its target group of adventurous children and active parents. Colours were kept naturalistic and gender neutral, and icons were redesigned creating a simpler aesthetic.
Additionally, to evoke the sense of outdoors, trees, bear footprints and map illustrations were added to the identity.
“I got in touch with Julia and her project group early 2020 and have since worked in conjunction with them on setting a new Identity for Thorsbear. The changes were all set in motion and launched in combination with my new Toy Bag Products, set to launch in 2020.
It was a delight to work with Julia - she is respectful to me as a brand owner, but at the same time ensures that the brand and what it stands for is always prioritized.”
- Michelle Thorsbrenner (Founder, Thorsbrenner)