Springtide

Challenge: Redesign Health’s latest venture, Springtide, aimed to modernize the care experience for children with developmental delays. The experience needed to be both engaging and friendly, while also trustworthy and research-backed.

Solution: I developed Springtide’s voice, tone, and values by conducting stakeholder interviews, a competitive analysis, and reviewing user research. I took extra care to acknowledge the whole family’s needs in order to create a voice that was capable yet welcoming. I then leveraged these guidelines to develop customer-facing copy including a website and brochures.

Voice: Springtide is always

1. Plainspoken 

• We keep things straightforward, honest, and to the point.  We understand that the world of developmental therapy is complex and nuanced so we strive to simplify and translate whenever possible 

• We take our care seriously and limit extra fluff, humor, and language that’s overly casual 

2. Empathetic

• We understand that dealing with developmental delays and disabilities can be challenging for caregivers, so we talk to them in an understanding and approachable way 

3. Positive

• We focus on the outcomes and possibilities, ending on an uplifting, solution-oriented note  

4. Evidence-Based

• We draw on science-backed research to add credibility to our language when possible 

Tone: Springtide’s tone is formal while still warm to ensure that the reader feels a sense of trust and professionalism, but also feels welcomed and understood. 

Website:

Brochure: