Helfie AI
Humanising AI: Building a Brand and Digital Experience for the Future of Healthcare
Visual Language Evolution / Brand Enhancement / Messaging Framework / UX Strategy / Journey Mapping / Information Architecture / Website Design / Motion & Animation
Good Design Award Winners
in Social Impact
Global & Australian
Good Design Awards ’24
Gold Winner
Technology Branding
MELBOURNE Betterfuture
Design Awards ’25
Helfie is an AI-powered health platform making preventative healthcare more accessible through innovative technology.
As the platform prepared for its next stage of growth, we partnered with Helfie to strengthen how the brand communicated, how users experienced it and how complex AI-powered healthcare could be made more intuitive, engaging and human.
Challenge
Creating clarity, trust and connection around a complex AI health platform for audiences with very different needs
With its mobile app nearing completion, Helfie had already established a visual identity and digital product. The opportunity was not to start again, but to build the broader brand and digital experience around what already existed.
As Helfie expanded across government, enterprise and consumer audiences, the challenge became increasingly complex. Each audience came to the platform with different needs, levels of understanding and reasons for engaging, requiring a digital experience that could communicate sophisticated health technology without creating unnecessary complexity.
While the app demonstrated innovation and technical capability, the wider brand needed greater warmth, flexibility and clarity. Helfie needed an experience that could build trust, guide different audiences through the right information and create a stronger connection between the technology and the people it was designed to support.
Our role extended beyond evolving the brand. We needed to create a clearer, more human experience around a complex and rapidly evolving technology.
APPROACH
Designing the experience around real audience journeys, not the structure of the technology behind it
Our process began with stakeholder workshops, strategic research and extensive UX exercises to understand Helfie’s audiences, their priorities and the different pathways they would take through the brand and digital experience.
Through audience journey mapping, we explored how government, enterprise and consumer users encountered Helfie, what information mattered at different stages and where complexity could become a barrier to understanding or engagement.
These insights shaped the website UX strategy, information architecture, messaging hierarchy and content structure, creating clearer pathways for different audiences while bringing Helfie’s broader proposition into focus.
Rather than asking users to understand the technology first, the experience was structured around what Helfie could enable for them.
Translating sophisticated AI healthcare technology into an experience that feels intuitive, accessible and distinctly human.
The UX strategy became the foundation for a broader visual and verbal evolution of the brand. Drawing on our approach to healthcare branding and strategy, we expanded Helfie’s existing design system with a more expressive visual language, illustration, messaging principles, motion and digital assets designed to bring warmth and humanity to the experience while preserving the equity already established within the product.
Across the website, storytelling, animation and considered interaction design helped explain complex ideas in more intuitive ways, creating a digital experience that could communicate technological sophistication without feeling overly technical or impersonal.
Brand, messaging and UX worked together as a single system, helping Helfie articulate not only what its technology does, but why it matters.
OUTCOME
A connected brand and digital ecosystem built to support Helfie as it scales across healthcare, enterprise and government
The result was more than an evolved visual identity. Helfie gained a strategic framework for how its brand, messaging and digital experience could work together across an increasingly diverse range of audiences and applications.
A clearer information architecture and audience-led UX created more intuitive pathways through a complex offering, while the expanded visual language gave Helfie the flexibility to communicate beyond the product across marketing, stakeholder engagement, government partnerships and consumer communications.
By bringing strategy, UX, messaging, brand and motion together, the project created a more cohesive expression of Helfie’s ambition: making the possibilities of AI-powered preventative healthcare feel understandable, accessible and human.
Explore the Helfie website:
What our clients have to say:
Chief Executive Officer, Mercy Health Foundation
Partnerships | Philanthropy | Marketing | Strategy
“Storyfolk brought both heart and discipline to the Born Brave appeal. They understood the importance of telling this story with respect and honesty, and delivered creative that not only honours our families but also inspires our donors to act.”
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