ReBrand ReView: Eleos Health

Brooke Andrus, Head of Brand and Content at Eleos 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: At Eleos, we believe the path to better behavioral healthcare is paved with provider-focused technology. Our purpose-built AI platform streamlines documentation, simplifies compliance, and surfaces deep care insights to drive better client outcomes. Created using the industry’s largest database of real-world behavioral health sessions and fine-tuned by our in-house clinical experts, our AI tools are scientifically proven to reduce documentation time by more than 70%, boost client engagement by 2x, and improve symptom reduction by 3–4x. With Eleos, behavioral health providers are free to focus less on administrative tasks and more on what got them into this field in the first place: caring for their clients. Visit their website here.

Before the rebrand

Behavioral health is an essential and more mainstream piece of the whole-person care puzzle. Eleos meets providers in that moment to alleviate administrative burden, and they needed to evolve their brand to further capture the full breadth of their platform while not being lumped into the AI-everything bucket. 

“We knew it would become increasingly difficult to differentiate ourselves based on our AI technology alone. So, we wanted to leverage our brand as a competitive advantage. We serve a very unique market: behavioral health providers. It’s perhaps the most human, most intimate, most personal type of health care—and we wanted that to come through in our brand,” Andrus shared. “The rebrand mostly took place in the second half of 2024. Our goal was to launch before we announced our series C funding round, so we could make a big splash with our new identity and website,” she added. 

Considering the niche audience Eleos serves, it was important to evolve into a brand that truly resonated with providers. This meant shifting messaging and value propositions in a way that resonated with clinicians, the end users of their platform. 

How the brand transformed

Eleos partnered with [Agency Name redacted] to complete the brand project. “They started the process with a discovery phase involving internal and external interviews with people closest to our customers and our users. They used all of that information to inform the repositioning of our value and our messaging. We didn’t necessarily change our ICP, but the way we talked to them changed,” Andrus added.

“We’re in an interesting situation where we don’t really have a direct, 1:1 type of competitor. Most behavioral health AI vendors serve smaller organizations or private practices, whereas we are specifically built for large, community mental health organizations. We tend to go up against AI tools offered directly through the organization’s electronic health record (EHR). But many of those systems are outdated, clunky, and cumbersome—they don’t have the best reputation among users. And they are not AI-first platforms,” added Andrus. 

Healthcare has been known to operate at a slow pace as it relates to technology adoption, oftentimes 20 years behind other industries. The status quo can be a barrier to adopting solutions that can improve clinician and admin satisfaction and productivity. In fact, this is the title of an article that came out in Becker’s Hospital Review earlier this year: “The Greatest Threat to Innovation in Healthcare Workforce Management? The Status Quo.”

“We used all of those insights to help differentiate ourselves in the market. We’re innovative, we’re customer-first—and even more importantly, user-first. With the rebrand, we really leaned into our identity as a software ‘for front-line providers’—because out of everyone in a behavioral health organization, we know they are probably the most frustrated with their EHRs,” shared Andrus. Beyond that, they also “drew more inspiration from providers themselves than other brands/companies in our space.” 

The brand’s new identity

The brand’s logo generally remained the same, paired with an updated, more modern appearance that used more white space and cleaner fonts. 

Here is a before and after of their above-the-fold section on their website.

For reference, their former site used Roboto Slab (for headers) and Roboto (for body copy), the first font developed for the Android operating system. 

Their new font system instead uses Source Serif 4 for headers, an adaptable font that resembles Times New Roman with 16 different weights. For body copy, they use Albert Sans, an easy-to-read font that’s similar to Lato. 

From a more visual standpoint, the Eleos team leaned into a cleaner website layout with an animated and comforting cartoon-style visual. This visual system is seen throughout their website, social media, and more.

“We did a complete 180 with our visual identity, going from a very strong, masculine palette and appearance to a much warmer, softer, feminine look. Our logo didn’t change much; we didn’t want to completely lose the market recognition we had built. And our mission remained unchanged,” Andrus shared.

The brand’s new messaging

“We really leaned into our value to our human end-users: behavioral health providers (therapists, counselors, social workers, case managers, etc.),” Andrus shared. 

RELATED READING: Why Health Tech Campaigns (and Marketing) Ignore The Caregiver At Their Own Peril—And What To Do About It.

“Before rebranding, our messaging largely spoke directly to decision-makers. Another unique thing about behavioral health is that many executives actually got their start in clinical care, so provider-centric messaging resonates with them,” Andrus shared.

When comparing the website pre- and post-rebrand, there’s a clear shift in the way that Eleos talks about its solutions. 

Their header remains the same, but the body copy took a different approach. The new focus steered attention toward documentation and compliance, administrative tasks that can take up a lot of staff time. 

This angle is more in line with the pain points that providers face, and uses less technical and branded language—making it more easily accessible to new website visitors. 

Behavioral health is having its moment.

“Anecdotally, our market loves the rebrand. We get so many compliments at industry events and conferences. We have also seen a lift in terms of website traffic and engagement, though it’s hard to separate the impact of the rebrand versus the series C announcement (as well as our renewed investment in PR efforts, which also ramped up at the beginning of 2025),” Andrus shared.

Alongside the rebrand’s success, the team has learned some things along the way. “Don’t try to do it in 4 months,” Andrus said with a laugh. “If you’re considering a rebrand, be proactive and start the process as soon as you can. My biggest takeaway from this process is not to discount the end user. In health tech, especially, there are a lot of preconceived notions about software. They’ve been burned so many times, and it’s an uphill battle to endear them to your company and your brand. But their trust and positive sentiments are going to be so crucial to driving adoption and making the implementation successful—and that all starts with how you project yourself to them in the market.”

Get inspired for your next rebrand by checking out Eleos’ brand announcement video, where the team shares the inspiration and work behind it: 

To learn more about Eleos, check out their website: https://eleos.health/ 

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.