Tucuvi

Tucuvi is an AI-powered medical device that cares for patients, but also for healthcare professionals and the organizations—public and private—that work within the healthcare system, by enhancing their abilities and, by extension, the return on all their actions.

It's also a leading and pioneering company in its sector. Its founders, María González (CEO) and Marcos Rubio (CTO), are two biomedical engineers who have blazed the trail in AI applied to healthcare, and they came to Soluble with a clear need: that the new website reflected the company's moment of maturity and expansion, working with genuine industry leaders from around the world.

In other words, they needed to look as good as they are at a key touchpoint in the sales process. For anyone landing on the website to want to adopt their product. Our specialty.

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Understand to prioritize and organize

For the team to project Tucuvi's essence with confidence, an intense (but agile) immersion process was carried out.

We understood the business challenges, learned the founders' background, and immersed ourselves in all the documentation the team had. That's how we understood how the product works, its context, and what value it delivers. A demo with María, where we could see LOLA®️—the AI that calls each patient and classifies information—in action, helped us close the circle.

We also analyzed competitors and inspiring cases, both from the perspective of product design and narrative and content, to understand the sector's codes and those elements where Tucuvi's offering stands out.

Look inward to work from authenticity and look outward to find opportunities.

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Base brand platform

From the immersion material we built the foundations on which to elevate the new web, which took the form of basic strategy. This wasn't a typical brand project because it was centered on Tucuvi's digital home and not a full rebranding, but we needed conceptual tools to facilitate decision-making at the level of architecture and content.

We defined the positioning, which captures the essential minimum of the organization and its offering; also the pillars (caring for professionals, patients, and institutions) and the wise and magical personality of the brand.

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We adjusted the identity to elevate it

During the immersion and strategy phase we observed that there was a clear opportunity: strengthen the visual identity with subtle but effective adjustments that reflected the company's consolidation.

Which ones? An adaptation of the colors and tones of its color palette to convey more expertise both on the web and on the platform (Tucuvi Health Manager) and an adjustment of the logo seeking greater visual coherence.

Additionally, in order to convey the elevated and warm character of the brand, we included a new typeface, elegant and meticulous in character, designed to communicate the magician's personality—always delivering innovative solutions—in the most important messages.

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Product and activation: a narrative that shines

Everything was ready to start working on the architecture and design—both visual and content—of the pages. Collaboration between teams was essential for the brand to shine.

From strategy and activation, we developed the narrative for each page based on the platform and information provided by Tucuvi. Product ensured that each component communicated clearly and added to the user journey, while content design made sure the narrative was clear without losing sight of technical elements. It needed to deliver value to expert audiences and drive sales.

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The video rounds out the experience

During the working process, we found that video could be an activating element because it makes it easier to quickly understand a complex product with countless possibilities for the healthcare sector.

With this in mind, we worked to make our contribution as useful as possible: we created a piece that explained everything Tucuvi is—from LOLA®️ to the platform where the medical team receives alerts—that would be useful in a sales process, but could also be broken down into useful fragments that would complement the web narrative.

We provided visual applications

After this first project, we continued working with Tucuvi to create visual pieces that activate the brand on social media and other touchpoints. Our daily contribution to a technology with real impact on people's lives. Caring for patients, professionals, and organizations.

Caring for Tucuvi, LOLA®️, and the entire team through branding.