Hubble AI
Once the Waystar launched to the public, the executive team wanted to quickly brand their AI as a brand of its own. We wanted to set our AI apart as one (under Waystar) and above our competitors. The goal was to drive more traffic and qualified leads to continue the momentum.
Project Purpose
Once the Waystar launched to the public, the executive team wanted to quickly brand their AI as a brand of its own. We wanted to set our AI apart as one (under Waystar) and above our competitors. The goal was to drive more traffic and qualified leads to continue the momentum. We started with a competitive audit of our challengers.
I presented three solid concepts – including logo, voice, personality, website and product – but one was a clear winner. Our name for Waystar’s artificial intelligence + robotic process automation (Hubble) pays tribute to a brilliant astronomer and innovator who spent many of his formative years in Chicago and Louisville. Additionally, the telescope that bears his name changed the way we see the universe, just as our AI and RPA are transforming how we see healthcare. This name is friendly and conveys a spirit of discovery.
The logo aligns well with Waystar’s logo and is modern, fresh and moving. Hubble was a part of everything including campaigns, video, pitch decks, websites, workshops, product, webinars and more.
Before we started any real design we needed to develop a UI toolkit, guidelines and design system within Figma and the Creative Suite.
The webpages were interactive with loads of information to explore how Hubble enhances Waystar's products.
Results
With the launch of Hubble, creative campaigns and digital initiatives resulted in a 45% increase in inbound leads and a 65% lift in website engagement, demonstrating effective content and cross-functional collaboration. Sales was thrilled with the story within our solutions that led many more conversations with potential and current customers.
