Creating a healthier working world
Industry
Insurance
What I did
Brand Strategy, Content Design, Copywriting, Verbal Identity
01 - THE CHALLENGE
After going through a rebrand in 2022, the Betterfly brand needed to evolve to align with the new brand identity. They needed a new way to talk about employee wellbeing in a way that people would connect with.
02 - THE OPPORTUNITY
Betterfly’s gamified approach offers a powerful opportunity to transform everyday habit-building into an engaging, rewarding, and socially impactful experience. By turning positive actions such as walking, meditating, or saving for retirement — into game-like challenges, Betterfly motivates employees to invest in their own well-being while contributing to wider social causes.
The platform becomes more than a wellness app; it serves as a central hub for driving personal health, financial growth, community engagement, and learning. Through a system of gamified rewards, including experience points (Betterflies), redeemable social currency (Bettercoins), and individual incentives, users are encouraged to take consistent, healthy actions that benefit both themselves and society.
Crucially, the ability to share achievements and access educational content fosters a culture of positivity and peer-driven motivation across organizations. This opens up opportunities for Betterfly to position itself not only as a wellness tool, but as a driver of culture change within the workplace, turning everyday routines into meaningful, collective progress.
03 - THE Solution
Betterfly’s platform uses gamification to turn everyday habits, like walking, meditating, or saving for retirement, into rewarding actions that drive both personal and social good. While the product is rooted in insurance protection, its standout feature is the way it engages employees through a game-led experience that rewards healthy behavior with charitable donations, digital currency, and gift incentives.
Our task was to bring this vision to life through a compelling onboarding narrative. Working closely with the Betterfly team, we designed a content and experience strategy that would speak to both SMB decision-makers and employees, the end users of the platform. We crafted messaging that made the platform feel purposeful and emotionally resonant from the very first interaction, while clearly communicating how the product works.
We helped articulate the value of Betterfly’s core rewards system, Betterflies (experience points), Bettercoins (redeemable for social donations), and personal rewards by creating an onboarding flow that was as engaging as the product itself. Through carefully considered copy, structure, and storytelling, we made sure users felt inspired to take their first steps on the platform and understood how their everyday actions could drive long-term impact — for themselves, their communities, and the world around them.
