Pery. Brand Strategy, Manifesto & Tagline, Logo, Visual Identity.
Staying ahead of the ADHD curve
Pery is a ray of hope lighting the way out of the ADHD maze for families. How? Imagine your child has just been diagnosed with ADHD. You’re surprised, confused and concerned. And it’s all just beginning because the system for caring for ADHD kids is fragmented, uncoordinated, and hardly a system at all.
There are well-intentioned entities all trying to help in their own way, but there’s no platform – no system to keep it all together. That’s all about to change with Pery.
A diagnosis of ADHD is the first step on a long and exhausting journey. But incredibly, there’s no roadmap, no guidebook and very little useful help available that’s specifically tailored to the individual. Saying it’s a maze out there is an understatement.
When Pery first came to us they were called Periapt. They had an incredible vision, intent on providing a service that was desperately needed by families. Basically, to give parents of children with ADHD one place – one platfrom – they could turn to and find everything they needed — community resources, reliable emotional support, highly individualized treatment plans (because everyone’s experience with this condition is a little different), access to the best clinicians, strategies for succeeding in school — literally everything. Not a simple vision to express.
A completely novel brand strategy was needed. A new name, plus a cohesive, inspiring, and true story about how to navigate the ADHD journey. Not to mention a full visual identity that’d help them stand out amidst all the other mental health management apps. A compelling narrative expressing how Pery will right the systematic wrongs by offering a one-stop shop of ADHD knowledge and treatment that empowers and gives families more control. And all backed by clinical leaders in the field, specializing in the neurological, psychological and behavioral management of ADHD in children.
Parents want to be the best they can be, especially when their children face challenges. Pery supports and empowers them to be just that. In fact, the name we delivered is a hybrid of PARENTS and VERY. The letters P E R Y (in Hebrew) also correspond to the root letters of words with positive meanings, Like health, healing, fruit and abundance.
We interviewed clinicians, therapists, and board members. Even parents of children with ADHD, which includes the Pery founders themselves. We heard about the hardships when you are first diagnosed, the loneliness and sometimes helplessness that parents feel – but also all the positive attributes. This culminated in a brand strategy and story that gives hope. One that acknowledges how ADHD is different for every child and that every treatment plan should be, too.
That, instead of groping around in the dark, Pery would light the way to guide families and, in the process, help children fulfill their true potential. All based on the team’s passion plus a secret sauce combo of AI, data processing, and real human professionals developing personalized programs.
The star in the Pery logo represents the guidance and direction Pery aims to provide, leading to a child’s super-bright future. Visually, we put the kids at the center of everything (as Pery does), with different shapes to show their individuality. We also developed a complete approach to how to develop icons for an integrated system, what kind of photographs to use, in addition to presentation templates and the words that go along with them, and the articulation of the Pery product and solution roadmap.
The result of our teamwork with Pery is a brand that’s doing critical work, that’s human, authentic, different, and relevant to families with kids who have ADHD. A brand that safely replaces confusion and fear with hope for the future and a way forward for parents to give children the love and support they need.
At the end of the day, Pery’s platform will be on 24/7, adjusting individual programs as a child grows and their ADHD changes: harnessing the right treatments that reveal strengths in children. That it can help build stronger relationships between parents and their children, and quite literally bring out the absolute best in them. Period. It’s in the works, it’s happening – and it’s amazing.
