We positioned BioBeats to be open with, and demonstrate, their belief that a better understanding of mental health or stress can help to prevent the onset of physical disease. This understanding comes through measurement, and by measuring via their digital products, such as BioBase, they are able to create improved products which serve as a better form of clinical therapy and support. This positioning set out a brand mission and purpose, and therefore mindset, for everyone working with or for BioBeats.

While the products are AI driven, the brand and business behind them are not. We wanted to humanise the brand by pushing away from terms like ‘artificial’. We felt that the hard-working, super-intelligent people behind BioBeats, and everything they do to improve wellbeing, are what makes the brand what it is. Whilst the internal mantra felt like a driving, (almost) robotic tone making their mission simple, in the middle of that is a very human purpose. This became the strapline for the brand, where we nod to Artificial Intelligence through highlighting letters: Improving Human Wellbeing.