After the Jiff-acquisition by Castlight Health, as an old Jiff-ian, I was tasked to work on the rebranding of the combined company. After a year of long hard work, my team and I came up with a solution.
But first a little bit about how we got there. At that time, Jiff was a healthcare startup building customized mobile and web experiences that connect company benefit and incentives design to healthy employee behaviors using the wearables and apps that they all know and love.
On the other hand, Castlight revolutionized the healthcare sector with the introduction of data-driven price transparency tools in 2008.
So how do you combine two great companies together? Well, I don’t know :) But one thing was certain, we needed to come up with a new identity asap!
From a branding standpoint, we had two strong identities. Jiff had a very colorful and playful culture, as a true startup, its energy and passion for design was clearly represented in the brand. Castlight had a different approach, theoretically they were not considered a startup as they were already IPO. They also chose to represent their history in their logo, by using the “g”, as a reference to their founder Gio.
After many brainstorming sessions with all the main stakeholders, after lots of design iterations, and crazy amount of coffee - we came up with a new branding that uses a more contemporary version of the Castlight logo while keeping the colorful branding of Jiff.
The response was better than just positive. When the new version of the website launched with the new branding, we hit more than 100,000 unique visitors in the first week. The site is now averaging around 300,000 in traffic per month. But most importantly, the brand now resonates even better internally and carries on through the company’s design culture.