Neko Health, NYC announcement

Building on its proven success in Sweden and the UK, Neko Health partnered with Accept & Proceed to drive awareness and demand in the US, launching its New York location into one of the world’s most competitive wellness markets.

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As a fast-growing scale-up, Neko had already attracted thousands of people to a proactive approach to healthcare through a distinctive, highly considered experience that puts craft and care at the centre—designed to make people feel optimistic, reassured, and genuinely looked after. Working at speed and in close collaboration, the challenge was to translate this deeply crafted physical experience into design language cues for a social-first launch moment that could resonate instantly with new audiences.

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Our approach explored the relationship between health—the factual, data-driven side—and care—the human, emotional side. Where these two overlap sits proactive healthcare, as delivered by Neko. We studied the real experience of the scan, the data visualisation, and the use of light and colour within Neko practices, translating these into graphic metaphors. Most notably, we extended Neko’s distinctive point cloud avatar into new contexts: the globe, New York, and The New Yorker. In doing so, the point cloud evolved from a functional system into a universal symbol—mirroring how an experience that had already made a deep impact across Europe was now expanding to NYC.

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We also translated this experience into a more personal, intimate physical touchpoint through crafted gifts sent to founding partners. Ten bespoke paperweights were produced using the same materials as the New Y practice, each housed in a hand-built box and accompanied by a handwritten note from the CEO—adding a tangible, human layer to the launch.

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Working at speed, we adopted agile ways of collaborating to match the scale-up’s fast-paced delivery timelines. Rapid feedback loops across multiple channels allowed for an iterative process with clearly directed explorations.

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The launch reached thousands across Instagram, X and LinkedIn

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