War on Cancer – HealthTech App

War on Cancer was a patient-founded app dedicated to helping all those who have been impacted by cancer. Founded in Sweden with offices in Stockholm, London & Bosnia, War On Cancer boasted a team of 26+ employees. The app, however, was facing creative obstacles. After undergoing an updated brand strategy exercise, the app name was deemed too divisive and no longer aligned with the creative vision outlined.

As the external Design Director via Good Intentions Studio, from June 2022 up until February 2023, Paulina led a comprehensive rebranding effort which included a company-wide, in-person naming workshop which yielded the new name ‘HeyHealix’. In our quest to humanise and democratise cancer, it was important that the name and visual identity aligned with the personal, warm, inspiring and bold brand personality. Paulina was at the helm of the subsequent end-to-end rebranding overhaul which included a full brand and visual identity, website design & development, health study presentations and infographics, paid ads and marketing material (internal and external), social media creative assets and pitch deck strategy and design. Paulina’s cross-discipline work extended to the the C-suite, RnD, the product designers as well as the business development and marketing team.

Creative Director
London, UK
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