Juliana Sullam, Head of Business Strategy at August Health, sat down to chat about the company’s latest rebrand. Stick around for a teardown and peek behind the curtain to see how this brand refresh went from concept to go-live. 

About the company: August Health is the platform for forward-thinking, care-obsessed senior living operators. The platform is purpose-built for proactive care, enabling communities to shift from reactive tactics to proactive care strategies. Unquestionably user-friendly, August Health is easy to learn and easy to use, allowing staff to focus on resident care. The only EHR platform created by a senior living physician and a former Apple engineering leader, August Health is known for improving care quality, simplifying compliance, and providing first-of-its-kind insights and analytics. Communities across the country rely on August Health, including leading operators such as Sonida Senior Living, Priority Life Care, Bickford Senior Living, Koelsch Communities, 12 Oaks Senior Living, and Westmont Living. Visit their website here.

Before the rebrand

As August Health approached its five-year milestone, Juliana and team saw an opportunity to evolve their website and brand to better reflect the company’s growth and vision.

“We got to a point where we couldn’t keep adding to our old website. We were just hitting a lot of barriers with that over time. It felt a little painful to keep investing resources in an older style and identity. We planned on overhauling the website from the ground up anyway, so why not just do that for the whole identity and do it as well as we could,” Sullam shared.

Once they decided it was time to rebrand, they pulled out all of the stops to do it right. This meant pulling in reinforcements—partners who could bring niche expertise to put the pieces together, honoring their history while bringing them into the future. 

The brand partnered with two studios: Primary Studio for brand identity and Kinetic Studio for the website. 

The brand’s roots

Before diving too far into the weeds with the rebrand itself, it’s important to understand where August Health came from. 

Justin Schram, M.D., founded the company after serving as the Regional Medical Director of Landmark Health and seeing the operational pain points that caregivers—and operators—experienced in senior living communities. He teamed up with Erez Cohen, co-CEO and co-founder (and former Apple alum). 

Their collective expertise combined the best of both care and clinical expertise with data, analytics, and technology. They co-developed August Health alongside community partners and validated the platform’s features and use cases at every step. 

During the brand’s five-year history, it became known for how well the product was designed, how easy its user interface was, and, most importantly, that little to no training was required. 

The last five years haven’t just shaped August Health—they’ve been transformative for the senior living industry as a whole. From an operational standpoint, communities have:

• Worked toward recovery, though some still haven’t fully regained pre-pandemic occupancy levels.
• Overhauled clinical protocols and adopted more rigorous, data-informed oversight.
• Adapted marketing and resident experience strategies to meet rising expectations from families and prospective residents.
• Begun integrating modern technology—including AI—to streamline staffing, onboarding, compliance, and analytics.
• Accelerated the shift toward wellness-centered care models and environments.

“We are known as the modern platform in the space, and we’re partnering with some of the largest operators in the industry. When operators come to us, they are typically ready for something different and ready for something new,” Sullam added.

How the rebrand has helped them to grow

With a commitment to high design standards, the team wanted the brand and website to feel as considered and cohesive as the product itself—creating a consistent experience across every touchpoint.” 

One brand that was on their radar was Linear. “It’s a major product development and planning software brand, and it’s used by startups all over the world,” Sullam added. 

Value proposition

If you take a trip back in time through August Health’s history, you’ll see a distinct shift in the way they talk about what they do and how they do it. 

Here’s a before and after of their above-the-fold copy on the home page.

Brand messaging

The new messaging better reinforces August Health’s core mission: “‘to empower the essential work of caregiving.’ It felt right to have them there and put that up front,” Sullam added. “Having a platform that caregivers liked was important, and it's a badge of honor for us, no doubt.” 

On the other hand, this appeal, coupled with it being supported by a system that “drives proactive care and uplevels senior living operations, is interesting to an operator’s mindset who's really thinking about the business overall.” 

When caregivers enjoy using their EHR, they tend to use it more. “The data quality in the EHR improves. The EHR becomes a true system of record and a data asset. This translates into reliable business insights and a foundation for intelligence, leading operators to be better-positioned to build AI into their workflows,” Sullam added. 

Visual identity

“When we started the rebranding process, we spent a lot of time internally doing research and exploration for the brand identity, including the colors, typefaces, and importantly, how and when we show the product and use photography,” Sullam shared.

From there, it led to thinking about who they were as a company, the vibe, and how it would look visually, all the way down to wondering if that was the right color palette. “Is it *this* blue? Is it a different blue that's a couple of degrees off?”

Their new logo features the intersection of eight periwinkle circles meeting, representing the 8th month of the year: August. And where the circles meet, there is a sun shining in the middle, representing the bright future ahead for their partners and communities.

The website as an extension of the product

“At the product level, we really wanted to think about and emphasize the problems we solve and the better future we enable.” 

Customers really love the product, and they often describe it as a breath of fresh air. August Health also took an intentional approach to create an improved user experience for our website. 

“We need to speak the language of our audience. When they're thinking about a feature or capability, it typically stems from a problem they want to solve or a goal they're trying to reach,” Sullam added. 

The August Health team spent a lot of time thinking about the user journey and simplifying the website workflow to make it easier for users to find the information they need. 

“The larger thinking here is that we have a product that is live in thousands of communities. We wanted to show rather than tell. Showing the product where we could felt really important.”

As you think about and look at the August Health website, “the pages are designed from a place of problem-solving. That mindset is very much alive in our product strategy as well. We don't just have a feature list; the product team thinks about problems we want to solve for customers. We wanted to mirror that thinking between the product strategy and the website strategy,” Sullam added.

Rather than taking several clicks to get to the important information, once you’re on the August Health website, it takes one click to get to their EHR web page to learn more about the platform and what it offers. 

August Health’s road ahead with its new coat of paint

“The timing was certainly not coincidental. It reflected achieving a certain level of maturity in the market and industry credibility. That's not a box to check; it’s a privilege to maintain and nurture that momentum.”

“With thousands of communities on board and demonstrable value, we are really helping caregivers and making a difference in their lives. We needed to meet that moment and milestone with a refreshed brand that felt more polished and expansive,” Sullam added.

What won’t change over time, though, “is our goal to be a very helpful partner to our friends in the industry, to lead with kindness, and to always put the caregiver at the center of everything we’re doing.” 

You can also expect to see very interesting insights from them as well. “We have a lot of really interesting data-driven thought leadership coming in the next few months. Making that information more available through different channels for our brand feels really significant as well.” 

Here is one recent example of that flavor of thought leadership: The Evolution of Medication Management in Assisted Living: Insights from a Year of eMAR Data

To learn more about August Health, check out their website: https://www.augusthealth.com/  

Interested in seeing how a marketing partner can help you bring your health tech company’s rebrand or brand vision to life? Get in touch with Jenn today.