Strategic transformation: How Applover became Momentum to lead in HealthTech & AI
SERVICES
Strategic Repositioning
Brand Identity
Web Design
industry
Health
year
2024
01
Introduction
Momentum, formerly known as Applover, is a digital agency specializing in product design and development. As the company matured and expanded its focus into HealthTech and AI, it became clear that the brand and its positioning needed to evolve to reflect this new strategic direction.
02
Challenge
Although Applover had built a strong reputation in software delivery, its brand still reflected early startup identity — playful and generalist. There was a growing disconnect between how the company operated and how it was perceived. To align with its ambition to lead in HealthTech and AI, Applover needed a new identity — one that matched its maturity, consulting edge and vertical focus.
03
Goals
Reposition the company with a dual focus on HealthTech and AI
Build a cohesive brand strategy that reflects consulting maturity and tech excellence
Develop a distinct, credible and future-ready visual identity
Rename the company to signal a clear break from its startup past
Equip internal teams with tools to implement the brand effectively, sustaining long-term growth
04
Our approach
We followed North Star’s structured process — Diagnostics → Strategy → Design execution — delivered in a condensed timeline. Working in parallel workstreams, we maintained momentum (pun intended) without compromising depth or quality. The entire approach was collaborative, co-creative and insight-driven.
05
Process
Diagnostics
We conducted competitor benchmarking, with a focus on leading HealthTech and AI companies, and analyzed both internal beliefs and external perceptions to surface misalignments and opportunities. From there, we carried out a full audit of Applover’s existing brand assets, ICPs and communication practices — uncovering key areas for improvement and alignment.
Strategy
Through intensive workshops with the leadership team, we redefined the brand’s vision, mission, values and tone of voice. A precise positioning strategy was crafted — clearly articulating Momentum’s role as a guide at the intersection of HealthTech and AI. We developed a unifying Strategic DNA — a single source of truth that captured the company’s Unique Value Proposition and would guide all marketing, communication and product storytelling. The strategy emphasized Applover’s transformation from a delivery-oriented agency into a trusted advisor in the innovation-driven health space.
Naming
The renaming process led us to Momentum — a name that evokes energy, direction and transformation. It communicates movement and leadership, perfectly aligned with the company's focus on shaping the future of HealthTech and AI.
Design
We explored two creative directions, ultimately selecting one that balanced clarity, credibility and a modern, future-oriented aesthetic. From there, we built a complete Design System: logo, color palette, typography, visual toolkit and a new web presence — all fine-tuned for vertical alignment and internal scalability.
06
Implementation
Implementation was fully collaborative. We ran co-creation sessions and ongoing reviews with Momentum’s internal team. Alongside delivering strategic and visual assets, we supported knowledge transfer through templates, documentation and internal brand training — empowering the team to own the new brand from day one.
07
Results
Successful launch of the Momentum brand — fully aligned with business strategy
A cohesive identity system supporting internal and external communication
Enhanced market perception — the company is now clearly recognized as an expert in HealthTech and AI
Improved strategic alignment across leadership and teams
Internal teams now equipped to scale the brand consistently and confidently
08
Testimonial
09
Tech stack
10
Future direction
Momentum now has a brand designed to scale — both strategically and visually. With a sharp focus on HealthTech and AI, the company is positioned for long-term growth. North Star continues as a strategic partner, supporting Momentum’s next chapter in brand and product evolution.
Marta Hajłasz
Co-Founder
