Bellybaloo came to exUrban, inc. with a business model built on core technology expertise and a strong relationship with medical practices. What they needed was a brand.
Establishing the insight: “This is where it all begins! I want to share it!”
In a pregnant woman’s world – almost all of her communication and sharing happens digitally, yet still she was carrying this ultrasound image around on a very flimsy, precarious piece of paper – limiting her ability to share one of the most exciting – first ever images of her growing baby!
Further – in the professional context, competition is thriving among medical practices and patients are demanding more and more ‘differentiated’ service – particularly during their pregnancy. Bellybaloo provides practices an opportunity to stand out from their competitors by offering an emotional benefit – helping their patients share the joy of their baby’s image with family and friends.
Establishing the brand equities: Simple. Social. Secure.
The goal was to make the Bellybaloo brand clearly communicate the joys of sharing on of life’s most exciting moments, but also to communicate a professional, accessible brand image, given the importance of the security of the images being shared.