Tucuvi

Tucuvi is an AI-powered medical device that takes care of patients — and also of the healthcare professionals and organisations, both public and private, that make the system work — by enhancing their abilities and, in turn, the impact of everything they do.

It’s also a leading, pioneering company in its field. Its founders, María González (CEO) and Marcos Rubio (CTO), are two biomedical engineers who have paved the way for applying AI to the healthcare sector. They came to Soluble with a clear goal: to make sure their new website reflected the company’s moment of maturity and global expansion. Today, they work alongside some of the most respected names in the industry.

In other words, they needed to look as good as they are — especially on a key touchpoint in the sales process. To make people want to work with them the moment they land on the site. That’s our specialty.

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Understand to prioritize and organize

To make sure the team could express Tucuvi’s essence with clarity, we led an intense (yet agile) immersion process.

We explored the company’s business challenges, got to know the founders’ background, and reviewed all the internal documentation the team had compiled. That’s how we understood how the product works, the context it operates in, and the value it delivers. A live demo with María — where we saw LOLA®️, the AI that calls each patient and classifies their information, in action — helped complete the picture.

We also analysed competitors and looked at inspiring benchmarks, both from a product design perspective and in terms of narrative and content, to grasp the codes of the sector and pinpoint the areas where Tucuvi stands out.

Looking inward to work from authenticity. Looking outward to find opportunities.

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Core brand platform

Based on the insights from the immersion phase, we built the foundation for the new website in the form of a basic brand strategy. This wasn’t a full rebranding project — it was focused on Tucuvi’s digital home — but we needed strong conceptual tools to guide decisions around architecture and content.

We defined the brand positioning, capturing the essential truth of the organisation and its offering. We also established the three brand pillars — caring for professionals, patients, and institutions — and shaped Tucuvi’s brand personality: a wise and visionary presence.

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We refined the identity to elevate it

During the immersion and strategy phase, we identified a clear opportunity: to enhance the visual identity with subtle but effective adjustments that reflect the company’s maturity.

What kind of adjustments? A refinement of the colour palette to convey greater expertise across both the website and the Tucuvi Health Manager platform, and a logo tweak to ensure stronger visual consistency.

To convey the brand’s elevated yet warm character, we also introduced a new typeface — elegant and meticulous — chosen to express the Magician’s personality: always bringing forward-thinking solutions. This typeface is now used in Tucuvi’s most important messages.

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Product and activation: a narrative that shines

Everything was ready to begin shaping the architecture and the design — both visual and content — of each page. Collaboration across teams was key to making the brand shine.

From strategy and activation, we developed the narrative for each page based on the brand platform and the input provided by Tucuvi. The product team made sure every component communicated clearly and added to the user journey, while content design ensured that the narrative remained clear without losing sight of the technical elements — bringing value to an expert audience and supporting the sales process.

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Video to round out the experience

Throughout the process, we saw that video could play a key role — making it easier to quickly understand a complex product with countless possibilities for the healthcare sector.

With that in mind, we focused on making the piece as useful as possible: a video that explains what Tucuvi is — from LOLA®️ to the platform where the medical team receives alerts — and supports the sales process. At the same time, it was designed to be modular, with segments that could enrich the narrative across the website.

Support through visual applications

After this first project, we’ve continued working alongside Tucuvi to create visual assets that help activate the brand across social media and other key touchpoints. It’s our daily contribution to a technology that makes a real impact on people’s lives — supporting patients, professionals and healthcare institutions.

Taking care of Tucuvi, of LOLA®️, and of the whole team through branding.