98point6

[type of name]
product naming

[client quote]
"there's a walter payton confidence about what they do. they were actively, if not aggressively, challenging our business model and our thinking. they were asking questions and more questions until they got to the essence of what we do. it was like digging into a huge watermelon on a summer day, just breaking it down, piece by piece. they kept drawing us back and back, from the playground of our inner child to the reality of our business model. it was an almost mystical experience."

gary siefert
director of internet services,
medicalogic

[project story]
have many times have you been to a new doctor and asked to recreate your entire medical history in ten minutes so the doctor has a clue about you and your issues.

how dumb is this? and why can't we find a solution?

well, medicalogic was a company in oregon, since absorbed by web md, that had a pretty clear picture about how to correct this situation.

we spent a lot of time with them digging into the problem and figuring out the right way to address it. they wanted a very crisp image, but with a lot of humanity. they wanted the name to convey the idea that what they were proposing was new, but very simple and approachable.

98point6 won out in the end because it carried such a positive message–you're normal, everything¹s okay, nothing to worry
about. and the combination of numbers and the lower case letters really made it stand out and gave it some personality. the other
thing about the name is that it projects science and warmth at the same time, a tough act to pull off.

[credits]
design: robin bahr
copy: danny altman