MIGO came to us at an important point in its development: the product was taking shape, but the brand behind it was still undefined. We began by understanding why MIGO existed, who it was being built for, and what kind of healthcare experience it wanted to create. Through founder discovery and collaborative workshops, recurring ideas around clarity, reassurance, and human-centered care began to emerge. Those insights became the foundation for the brand strategy, visual identity, and ultimately the product experience itself.