Valera Health

We evolved the Valera Health brand by it more personally relevant and inviting to the people it serves. We brought the brand’s heartfelt mission and brand voice to life, with evolved messaging and visual identity, in a way that speaks directly to the emotional motivations of people in need of personalized and inclusive virtual mental health care.

The Brand Challenge

Valera Health offers mental healthcare services and is dedicated to supporting people in underserved communities. It was founded to help people overcome the challenge of getting the care that they need and deserve. However, as the online mental healthcare space gets increasingly crowded with brands that have perceptually similar offerings, there was an opportunity for the brand’s heartfelt mission to better communicated and be more differentiating. A common theme that came out of team member interviews was, “We know in our hearts what sets our care apart, but it's not yet coming through in our brand.”

Limbic Sparks® Insights

During our focus phase of insights discovery, we interviewed company insiders, patients, mental health councilors, and referring providers. It became clear that the heart and soul of the company, and the compassionate mental health care they make possible, is why people choose and stay with this brand. We also recognized that the emotional benefits that are most important to the people were felt in the brand experience, but not coming through in the brand’s marketing. It was time to invite people into the experience that they are seeking and that the brand authentically delivers, so they will know they found the style of care that’s right for them.

The Brand Evolution

Our brand evolution priority was for Valera Health to be more personally relevant and instinctively desirable. Both the visual identity and brand messaging evolved to express a combination of compassion and quality, in a way that is warm and welcoming. The overarching brand benefit, invitation, and tagline, “Trusted Care. Here for You.”, is supported by 3 core emotionally appealing brand benefits: Exceptional Quality, Welcoming, and Individualized. We also wrote all website copy using a comprehensive brand messaging hierarchy of sub-benefits for each of the brand’s audiences. It’s all written in the 1st person, so that it feels like an individual is speaking directly with you in a way that is highly credible and compassionate.

Brand Strategy • Tagline • Brand Messaging (Patients and B2B Partners) • Visual Identity • Brand Mission • Website • Employee Recruitment Strategy & Messaging

This brand evolution launched in 2024 and is still how the brand goes to market today.

The Evolved Brand