Headway brand identity
Guidelines
Brand design system
Art commissioning
Lifecycle
Paid social
Photoshoot
Video
Therapists often enter their profession as a calling to transform lives. Yet the administrative burden of insurance credentialing, billing complexities, and practice management often distances providers from the very work that inspired them.
Our provider rebrand repositions Headway from a transactional billing company to a true practice partner committed to helping therapists achieve their best practice.
We intentionally distanced our brand world from typical tech brands. Instead, our art direction and storytelling explores emotions and relationships, through fine art conveying both knowledge and warmth.
Core brand team
Creative director: Travis Weihermueller
Senior copywriter: Alex Frank
Art direction and design: Maty Ikeda
Senior visual designer: Austin Kuo
Lead creative operations: Jaime Diehl
Initial brand explore team
Senior designer: Aaron Feng
Designer and design systems: Zoe Gatti
Photographer: Joe Perri
Artists: Sophie Treppendahl, Yukiko Noritake, Vincent, Taylor Simmons,
Didier Viodé
50+ photographic assets, 2 brand films, 30+ illustrations
Art direction for product launches
1000+ assets for paid social value prop testing framework
Creative drove 145% conversion lift across paid landing pages
