Bespoke, DesignFlow
Evaro
Client
Evaro
Services
Bespoke,BrandCraft Elevate
Date
2025-2026
Result
Evaro is a healthcare technology company that provides direct to consumer prescription medications through algorithmic assessments and operates as a B2B infrastructure provider for consumer brands. We partnered with Evaro to deliver a new, team aligned brand core, refreshed brand identity and clear roadmap for transitioning all brands to Evaro, addressing widespread brand confusion across their multiple entities.
Overview
A brilliant team had built something genuinely innovative – embedded healthcare infrastructure that lets any brand offer prescription medication with one line of code. Think Stripe, but for healthcare.
the challenge
Three different brands (e-Surgery, e-Pharmacy, Evaro). Multiple positioning angles competing for attention. Some touchpoints pushed clinical credibility. Others emphasized speed. Still others led with affordability. Nothing connected.
Underneath sat a deeper tension: How do you position as robust infrastructure for enterprise whilst maintaining warmth and trust for patients navigating sensitive health conditions?
Investor conversations needed clarity. Partnership pitches required differentiation. Patient communications demanded trust. The team needed alignment just to move quickly.
This is the strategic fog that kills momentum.
Tokyo Calm kept us involved at every stage. Structured feedback sessions where each stakeholder gave input in turn, then they’d synthesise it without losing what made it ours. When we said something didn’t fit, they’d adjust. When we weren’t sure, they’d explain the reasoning. It felt like actual collaboration, not being managed or handled
Thuria Webnar
Co-founder & CEo
the insight
Most digital health companies position as better healthcare services. Faster appointments. Cheaper prescriptions. More convenient access.
Evaro kept falling into this trap – listing features without explaining why they exist.
But here’s what we discovered: Evaro isn’t a healthcare service. Evaro is infrastructure that makes healthcare accessible at scale.
The analogy that unlocked everything? Online banking.
Thirty years ago, transferring money meant booking time off work, traveling to a branch, waiting in line. Today, 4.6 billion people use online banking. Transfers take seconds.
Healthcare remains stuck in the past. Evaro is building the infrastructure that changes that. The platform layer that enables transformation, the way Stripe enabled online payments.
That single insight cascaded through every decision that followed.
How We Built It
Strategy that actually works
Our BrandCore workshops aren’t brand theatre. It’s strategy translated into working documents.
We established purpose, vision, mission, values that mapped directly to how the team makes decisions. Personality attributes helped direct the overall tone of the messaging and identity.
But here’s where it got interesting: We didn’t build audience personas with stock photos. We mined actual reviews. Mapped real segments and picked the brain of the Evaro team members:
- Time-pressed professionals who cannot take time off work
- Chronic condition managers tired of repeat appointments
- Privacy seekers managing sensitive conditions
- NHS-frustrated users facing four-week waits
When the team writes consultation questions or email prompts now, they reference actual user language patterns.
B2B audiences got the same treatment: Partnership platforms. Healthcare providers. Consumer health apps wanting prescription capabilities without regulatory complexity.
Brand architecture clarified the hierarchy. Evaro as parent platform. e-Surgery and e-Pharmacy as powered-by-Evaro sub-brands. Rules for future expansion without constant rework.
How We Built It
Expression through process
The visual identity emerged through our universes-galaxies-planets process. Four universes explored different interpretations of the BrandCore. The team stayed close through structured feedback sessions. When something didn’t fit, adjustments happened quickly.
This wasn’t design by committee. This was collaborative craft.
Typography delivered accessibility and expertise simultaneously. Colour palette balanced clinical trust with approachable warmth with a hint of rebellious disruption. The illustration style conveyed simplicity without sacrificing sophistication and playfulness. Logo variations included powered-by-Evaro treatment for white-label partnerships.
Every element mapped back to the BrandCore of Evaro. Nothing decorative.
The universes-galaxies-planets structure made sense from day one. We saw concepts develop at each stage, gave feedback, and watched things sharpen. Clear expectations, efficient movement through the work, concrete next steps. The process worked for founders who need quality but cannot afford endless meetings.”
Thuria Webnar
Co-founder & CEo
How We Built It
Language that enables
The messaging playbook turned strategy into usable language.
Positioning: “Evaro is the digital healthcare infrastructure that makes prescription medication and clinical care accessible in minutes, not weeks.”
Brand promise: “We give you your time back by making healthcare as simple as online banking.”
Key differentiators: Clinician-led credibility. Full-stack healthcare infrastructure. Embedded platform solution. Speed without compromise. Genuine affordability.
Tone of voice: Accessible, trustworthy, efficient, caring.
Situational messaging covered crisis communications, partnership white-labelling, internal alignment, recruitment narratives. The space theme became internal culture language whilst external messaging stayed grounded.
Website strategy connected brand thinking to user experience. Patient communication framework established principles for end-to-end journeys across treatment categories.
Just like every other deliverable in this project, everything tied back to BrandCore and the team could use it immediately.
Everything tied back to the BrandCore we defined early on. The personality traits we agreed on actually showed up in the design work. That connection between what you say you are and what it looks like is not always there. Here, it was.
Thuria Webnar
Co-founder & CEo
Why This Worked
BrandCraft Elevate succeeded because the work remained anchored to business reality throughout.
The infrastructure positioning gave Evaro a category to own. The online banking analogy provided a story that investors, partners, and patients could all understand. The brand architecture created clarity without constraining growth.
The universes-galaxies-planets process kept strategy and expression connected. No decorative concepts. No strategic documents gathering dust. Everything built to be used.
This demonstrates what brand infrastructure actually means: not decoration layered on top of business strategy, but the connective tissue that lets strategy move at speed. When founders can explain what they build clearly, when teams share language for decisions, when every touchpoint reinforces the same core idea – that’s when brand becomes infrastructure.
Evaro is now building the online banking of healthcare with a brand system that matches the ambition.
From the start, they grasped the pace and ambition of our growth and built a site that could evolve right alongside us. The product is smart, the design intuitive, and it bridges the gap between our audiences.
Thuria Webnar
Co-founder & CEo
Key deliverables
BrandCore strategy documentation, brand architecture and naming system, visual identity system and design system, comprehensive messaging playbook, website strategic direction, website design, patient communication framework, email template design system and ongoing design support.
Other Work
(Case Studies)
BrandCraft
