WELLRITHMS / REBRAND

Boldly disrupting a broken system that exposes the fraud, waste and abuse in healthcare billing.

The Challenge

Medical overbilling costs self-funded employers, unions, and administrators billions of dollars every year — it hurts everyone. WellRithms helps payors eliminate those losses by reviewing medical bills, repricing them based on the true market value for services, and guaranteeing the savings. Using a proprietary AI solution, backed by real physicians, WellRithms stands apart from other bill review companies by fully shielding payors from financial and legal liability. However, their brand did nothing to communicate this powerful difference, leaving them in indistinguishable in the market.

Fort West was tasked with developing a bold brand that cuts through the clutter, clarifies their offering, and demonstrates the incredible value WellRithms brings to payers and patients alike.

Visual Positioning

Under the guidance of our new brand character, the Principled Pioneer, we created a completely new ethos for the brand. Our design theme embraces the pursuit of justice — reflecting steady progress and an enduring vision for a better future that never loses sight of the people we’re doing it for.

In our round one feedback, the client had bought into the first concept with changes that stretched it too much. Rather than accepting the new look, I took a chance and developed a new look and feel. Some feedback I picked up on, was “We need to have a backbone in this industry.” The Principled Pioneer had a message to share. Visually, we wanted to say it with gusto.

Bold. Truthful. Expressive. We’re calling for a better tomorrow. We use strongly worded type. Condensed, ALL CAPS letterforms speak with energy. Our imagery connects with the people of whom it’s all about — in an honest unfiltered editorial look.

Old

New Visual Identity

Our new mark, named “The North Star”, symbolizes the tension between innovation and a broken system. A broken black and red circle emphasizes data, showing the contrast between actual costs and excess billing. It’s distinct, and pushes against the norm. However, despite the tension, the logo carries a sense of hope, optimism, and a call to action for positive change and transformation.