Neuro-immunity: brand platform for an AI-based mental health practice

In 2021 the founder of a psychological practice working in Sochi, Krasnaya Polyana and Kazan came to us. He had developed his own psychological game, an exercise he ran with clients, and he already had a client base. He planned to train artificial intelligence on that game so a person could go through it alone on a platform, without a facilitator. For many people that is easier: there is no need to open up to a stranger, and at the time many people in Russia were wary of psychologists.

Along with the technology update, the founder wanted a more modern brand, starting with the name. We set out the order of work: brand platform first, then naming and tone of voice, then identity. On this project we made the platform and the naming, and the new name, Neuro-immunity, came out of the platform.

We ran the analysis together with the founder. We wrote questionnaires for his clients: people who already attended the practice answered our questions and gave feedback.

What's inside the platform

01
Brand assets
Its own method, a system of products that complement each other, a game format and a clear process. A personal approach and an easy entry. Grounded in scientific evidence. A process people enjoy, a sense of wholeness after each session and a lasting result. The main one: a person builds a self-healing algorithm for their own thinking.
02
Competitors and market map
The axes are tradition to originality and personal involvement to impartiality. Neuro-immunity sits on the originality side, about two-thirds of the way to the end of the axis, and exactly halfway between personal involvement and impartiality.
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03
Target audience
The core is middle managers and the self-employed from the regions, aged 27–45. They are wary of psychologists but trust mentors, coaches and esoteric practitioners. They lead active lives, eat well, go to the gym and try different self-development practices. Personas: Svetlana, 38, Kazan, a senior manager at a real estate agency, and Victoria, 28, Kazan, a photographer and blogger. Secondary audiences: the creative class in big cities, and burned-out business people for whom therapy didn't work.
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04
Audience insight
“I want to take care of my mental health the way I take care of my body, but a good psychologist is very hard to find and expensive, and I'm wary of opening up to a stranger.”
05
Brand message and reason to believe
A method that lets a person build a self-healing algorithm for their own mind without depending on any particular specialist. Reason to believe: it is powered by AI.
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06
Personality, role model, values
Positive, calming, light, friendly, modern. The role model is a friend: support as equals and bright, enjoyable time together. Values: health, mindful communication, sustainable growth, ecology, safety, social connection.
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07
Positioning concept
A quest through your own nervous system to build and strengthen mental immunity. The slide keeps the 2021 wording: “neural network” there means the network of neurons in a person's own nervous system.
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