The Problem:

Differentiation
Multiple audiences


People with type 1 diabetes are living in a sea of unused data. Without real-time information about what’s going on inside their bodies—they’re left guessing how to best manage their disease. Tidepool gives diabetes data a home, so it can be shared and used freely by the people who need it most — patients, families, clinicians and researchers.

GreenDot Diabetes came to us with a laptop running some bare-bones JavaScript visualizations and some big plans for how to take diabetes care out of the dark ages. We interviewed a growing team of world-class clinicians and software engineers and discussed how open source software and modern web technologies could help people with type 1 diabetes. We quickly realized what they were up against: they need to speak to six different audiences in very different ways while separating themselves from thicket of medical non-profits, device manufacturers, and institutions.

The Fix:

Express their core functionality
Find a name that grew with the company


We were involved from the very beginning. We started by discussing how to take diabetes care out of the dark ages, and by looking at a laptop running a bare-bones JavaScript data visualization that would to do just that. We interviewed a growing team of world-class clinicians and software engineers and discussed how open source software and modern web technologies could help people with type 1 diabetes. We started to see the enormous amount of diabetes data that was being collected but left unused because of proprietary systems and siloed medical devices.

Addressing six audiences is a lot for most non-profits. Add the donors and software developers that make Tidepool a reality and we wound up at an even six.

We wanted a visual language that was dynamic—that told the story of connecting the dots. We partnered with Moniker to create Tidepool’s visual identity and with futureprüf to develop Tidepool’s web presence.


+++ tidepool.org
+++ monikersf.com


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