Idea Worth Rallying Around™
Healthtech Wylo is a taboo-busting digital pharmacy in Canada that kicks down social stigmas and banishes shame.
Wylo imagines a world where health taboos and shame culture no longer exist.
Wylo’s founders approached Motto to create and launch a DTC digital pharmacy brand in the Canadian market. The company focuses on stigma-associated conditions like anxiety, acne, birth control, erectile dysfunction, etc. Together, we imagined a modern pharmacy that is friendly, outspoken, and quirky.
- Type New Brand
- Category Healthtech
- Services Strategy, Identity, Experience
- Model DTC
Develop an industry-disrupting brand that resonates with millennials.
People still feel embarrassed when it comes to taboo health topics like acne and anxiety. The ease of access via telehealth may have improved, but shame related to these conditions has not. New brands in this space have much higher entry barriers now that DTC medicine has taken off. This meant Wylo needed to rise above the noise quickly.
Lead Wylo to rise above the noise with a proven method.
How do you launch a brand in a noisy category? With a proven methodology. Phase by phase, step by step, Motto® led the Wylo executive team to push boundaries and swarm on unique solutions. Over several months, we led jam-packed leadership sessions to tease out what Wylo’s marketplace position could be and who might serve as their unique demographic.
Words from the clientLet's work together
“We chose Motto because of their passion, unique approach, and exceptional roster of brands they've propelled to success. ”
Uncovering the secrets of stigma-related conditions.
After proving their model with their first online pharmacy Pillway, the founders wanted to replicate that success with a fresh brand for a new audience. Motto® ran three strategic workshops with exercises designed to align around purpose and tease out the special strategic narrative.
- 5-Point Culture Assessment
- 1:1 Stakeholder Interviews
- Strategic Workshops
- Competitive Audit
- Trend Report
/ Brand Strategy
A strategy designed to combat the stigma society places on human quirks.
Powerful brands spark a fire in the belly. They yank people out of complacency and rally them toward a better world. Informed by research and our collaborative leadership sessions, Motto® created a brand strategy that rallies around a unique, ownable ‘fire in the belly’ idea and market position. We saw the brand as much more than a filler of prescription drugs. Wylo is a safe space – a place free from judgment and stigma.
- Purpose and Vision Language
- Positioning Statement
- Idea Worth Rallying Around™
- Audience Personas
- Key Business Statements (Who, What, Why, How
- Core Values and Behaviors
/ Verbal Identity
Welcome Weirdos: A brave brand with a quirky and refreshing voice.
People decide if they want to buy based on how a brand makes them feel. That’s why we couldn’t just lead with typical features and benefits (like ease, convenience, or low cost) of online prescriptions. It’s what every competitor does. Wylo’s verbal identity communicated they are more than just a prescriber of medication; they are a holistic, personalized service that includes wellness content. Our message: it’s not weird to have these issues – it’s weird not to do something about them!
- Voice Pillars
- Voice Persona
- Key Messages
- Copy Beats
- Verbal Guidelines
- Brand Story and Manifesto
/ Visual Identity
No shame. No drama. A modern pharmacy brand for modern times.
Wylo described themselves as, “A band of misfit entrepreneurs and open-minded health advocates in the overlapping world of healthcare and technology.” Now if that doesn’t call for a bold brand, we don’t know what does. Motto® designed a dynamic and ownable brand language that is interesting, refreshing, super personal, and full of wit. From the logo to the photography, every decision was made to speak to the quirky brand Wylo asked us to capture.
- Vision Boards
- Logo System
- Color and Type System
- Graphic Elements
- Art Direction
- Brand Guidelines
/ Brand Activation
Activating the brand across social, packaging, and digital.
From strategy to visual to activation, Motto helped Wylo envision the brand 360°. This included art and creative direction across all major touchpoints so the brand had volume.
- Social Media Strategy
- Social Media Assets
- Website Design Direction
- Package Design Direction
- Photography Art Direction