Together’s luminous identity for Silna signals a brighter dawn for the U.S. healthcare landscape

“When we began working with the Silna team,” Together’s Creative Director Ben Wynn-Owen tells us, “their focus had been exactly where it should be – on building a great product and strong client relationships.” The U.S.-based company, powered by AI, automates essential yet complex and time-consuming admin tasks in an effort to cut the complexity of the healthcare system, ultimately making it simpler, fairer, and more accessible for everyone. Their branding, however, while functional, wasn’t completely aligned with the quality of the platform itself, unable to reflect the high standard Silna brings to healthcare innovation. “That disconnect meant the branded experience wasn’t doing justice to the product experience,” Wynn-Owen continues. “So we set out to change that.” Together’s rebranding efforts, a comprehensive overhaul for Silna, heralded a new era for the company, delivering a cohesive, end-to-end experience that feels seamless from the first interaction to long-term use. Along with the reimagined identity, the brand’s tone of voice also had to be sculpted carefully to signal the evolution of the brand. “As the brighter, clearer new chapter of healthcare, our messaging needed to stand in stark contrast to the complexity and opacity of the past,” says Senior Creative Copywriter Natasha Kapur. “We used parallelism to create rhythm and reinforce key ideas, while antithesis and subtle wordplay allowed us to sharpen the differences between Silna and the outdated systems it replaces.”