Back

Back

Back

Momentum begins: Repositioning a digital agency for the future of HealthTech & AI

Momentum begins: Repositioning a digital agency for the future of HealthTech & AI

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.

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.

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.

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.

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.

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.

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.

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.

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

The rebranding journey with North Star gave us not only a new brand, but a new lens through which to see our own potential. The process was thoughtful, data-driven and empowering — and it made our shift into HealthTech and AI tangible, inside and out

Piotr Sędzik

CEO Momentum

The rebranding journey with North Star gave us not only a new brand, but a new lens through which to see our own potential. The process was thoughtful, data-driven and empowering — and it made our shift into HealthTech and AI tangible, inside and out

Piotr Sędzik

CEO Momentum

The rebranding journey with North Star gave us not only a new brand, but a new lens through which to see our own potential. The process was thoughtful, data-driven and empowering — and it made our shift into HealthTech and AI tangible, inside and out

Piotr Sędzik

CEO Momentum

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.

Let’s talk

Let’s talk

Start with a message — I’ll take it from there.

Start with a message — I’ll take it from there.

Marta Hajłasz

Co-Founder

Get in touch

Get in touch

Get in touch

More Case Studies