Empathy is a revolutionary new product and company seeking to fundamentally change the way we deal with loss. Focused on the American market, Empathy’s digital loss companion addresses both the emotional and practical sides of loss, offering help, guidance and support on the complicated journey ahead.
e-Types were a part of building the Empathy brand from the ground up, helping define the brand strategy and foundation, as well as creating the rich brand identity which included a custom typeface named Empathy. The identity was then further developed into app design, as well as a fully fledged website. The key to the Empathy brand identity was discovering a way to communicate the company’s brand promise of being ‘With You’. We wanted to find a strong idea that was not overly emotional, yet felt subtle and supportive. We found this through the ‘full stop’ idea, which both appeared in the logo, communication and the custom Empathy typeface that we made in collaboration with Playtype. The full stop represents the closure that Empathy hopes to help their customers reach, as well as illustrating the way the company is always with you, in your phone, in your hand – just a click or a call away.