Astride Health
The Challenge
Washburn Technology built a powerful model for personalized, proactive health, but lacked a brand that could communicate its full value. Positioned as a healthcare membership service with continuous human support that's bridging the gap between fragmented health systems and living a healthy lifestyle, the offering needed to feel credible, human, and distinct in an increasingly crowded wellness and longevity space.
Capsule was brought in to develop a name and brand that evoked a distinct perspective and clear story to sustain them through launch and into a scalable future.
Brand Discovery: Defining A New Category
We started by facilitating a brand discovery process to clarify the opportunity and immerse ourselves in their research, client success stories, and founding team’s ambitions.
Key insights shaped the foundation:
- People don’t lack data → they lack clarity and practical application to their daily lives
- Health systems are fragmented → this model is integrated and continuous looking at comprehensive healthcare
- The ambition isn’t “living longer” → it’s feeling in control, confident, and capable now
These insights led us to position the brand as a guide and translator to truly empower clients, going beyond the role of just a health care provider, but a holistic service supporting a lifestyle transformation.
Naming: Creating a Distinct, Ownable Idea
After early beta success, the Washburn team needed a name and identity that could:
- Establish immediate trust and differentiation
- Capture a complex, integrated health philosophy
- Scale across digital, physical, and service experiences
Previous internal naming efforts stalled with nothing that felt ownable or fully aligned with their long-term vision.
After expansive ideation and evaluation, Capsule crafted two dozen protectable and story-driven name options. With names grounded in clear benefit and emotive stories, alongside competitive distinctiveness and protectability, we were able to facilitate an informed name decision.
Visual Identity: Interconnection, Made Simple
We started by facilitating a brand discovery process to clarify the opportunity and immerse ourselves in their research, client success stories, and founding team’s ambitions.
This same balance carries through the wordmark and typography. It’s clean, modern, and quietly confident.
A focused color palette, led by distinctive purples, sets Astride apart from clinical or tech-heavy competitors. It strikes a tone that is both elevated, yet human.
Designed to scale, the mark extends into patterns and graphic elements across digital, physical, and product experiences, creating a cohesive system that reinforces connection at every touchpoint.
The Impact
Astride Health launched with a brand that immediately communicated credibility and distinction. The identity provided a foundation for clear storytelling and long-term flexibility as they grow across digital and physical experiences.
Since launch, the business has grown consistently, doubling in size and expanding from a Minnesota-based offering to a member base spanning New York, Florida, Georgia, Colorado, and beyond. Early responses from members and stakeholders have been overwhelmingly positive, validating the importance of a brand that not only reflects the offering, but is translatable into something people can understand and believe in.
Check it out here!
Testimonial
"We are a small entrepreneurial team, and we needed outside support to help us craft our naming and branding strategy. This was too important to try to wing it. Our team loved working with Capsule because it started with discussions about our long term vision, coupled with deep dives on our beta member feedback. They actually came up with several names that we could have chosen, but we liked Astride Health best because it felt distinctive while also evoking how we work closely with our members. Since we started using it, I love that people remember the name quickly. And they discover layers of meaning in the name and the logo that keep the conversation going."
Peter Everett Chief Growth Officer
