War on Cancer

Company: War On Cancer (HeyHealix)
Sector: HealthTech / App
Services: Brand Identity / Brand Application / Social Assets / Presentation / Pitch Deck / Website Design

The Challenge

War on Cancer, a patient-founded app dedicated to supporting those affected by cancer, faced creative obstacles due to its divisive name. Despite boasting a team of over 26 employees across offices in Sweden, London, and Bosnia, the app’s brand strategy exercise revealed that the name no longer aligned with the envisioned creative direction.

The Result

As the external Design Director at Good Intentions Studio from June 2022 to February 2023, Paulina spearheaded a comprehensive rebranding initiative. This effort included a company-wide naming workshop, resulting in the new name ‘HeyHealix.’ The goal was to humanise and democratise the cancer experience, necessitating a name and visual identity that reflected warmth, inspiration, and boldness.

Paulina led the end-to-end rebranding overhaul, encompassing a full brand and visual identity, website design and development, health study presentations and infographics, paid ads and marketing materials, social media creative assets, and pitch deck strategy and design. Her collaborative approach extended across various teams, including the C-suite, R&D, product designers, business development, and marketing.