Issio Solutions
Brand Strategy/Brand Identity/Design?UX/UI
“It’s About Time”
Issio faced the challenge of breaking into a federal healthcare market crowded with look-alike SaaS vendors. Our research showed that nurses, not just procurement officers, were key influencers. To win them over, we built a brand centered on empathy and clarity, replacing jargon and blue sameness with bold hot pink and human messaging. The shift was immediate—Issio stood out, resonating with both VA executives and frontline staff. The new identity not only earned trust but positioned the company to compete for the transformational contracts shaping the future of federal healthcare.
Problem
Breaking into the federal marketplace for healthcare software is no small feat. Agencies like the VA are flooded with SaaS vendors already approved to sell into government programs, each promising compliance, security, and efficiency.
For Issio, the challenge wasn’t just joining the long list of qualified bidders—it was standing
apart from entrenched competitors, proving value at scale, and positioning the brand to win
not just contracts, but the bigger, transformational ones that shape the future of federal healthcare delivery.
Solution
Our research revealed a sea of sameness—competitors drowning in navy blue visuals and technical jargon, all speaking only to functionality. We discovered the real influencers in this
space weren’t just procurement officers, but nurses: the specifiers who advocate for technologies they believe in. To win their trust, Issio needed to feel different—human, approachable, and supportive, just like them.
We built a brand around empathy and warmth, expressed in bold hot pink and a fresh identity system that broke every convention of federal healthcare SaaS. Communications spoke with heart and wit, turning complex functionality into benefits that actually mattered to frontline staff and decision-makers alike.
Result
The response was immediate and powerful. From senior executives in the VA to nurses on the floor, Issio’s brand was not just noticed—it was loved. The new positioning gave the company credibility at the highest levels while forging emotional connections with the people who use
and recommend the technology every day. Today, Issio is primed to dominate with a sales team backed by a brand that finally stands apart in a crowded federal market.
