A complementary healthcare professional and an investment banker partnered to develop a new concept in healthcare in the United Kingdom, one that would empower people to take control of their own health and provide support throughout the process. Their idea needed more than branding – it needed a name. Working in close collaboration for several months understanding what they wanted – and didn’t want – a clear, powerful brand emerged. The solidity of this image had a positive impact on their understanding of their own purpose and business.