MiGuide

Cool MiGuide stands firmly as a proven healthcare approach. At the same time, demand is growing for a route that delivers faster results and falls outside reimbursement. This shift requires more than launching a new offer. It requires a clear brand foundation that can carry multiple speeds and entry points, without compromising trust and medical credibility.

We choose to learn before we choose. Together we develop an MVP under the name MiGuide Direct, positioned alongside Cool MiGuide. We build a dedicated website, identity and campaign and deliberately go live to test assumptions. During this phase it becomes clear where perception, behaviour and conversion are misaligned. The market insufficiently recognises the medical core and sustainable approach, and too quickly perceives MiGuide Direct as a commercial lifestyle provider.

These insights inform the strategic framework. We bring the different propositions together under one overarching brand strategy and design a brand architecture in which MiGuide functions as the parent brand with multiple routes: Cool MiGuide, MiGuide Direct and the MiGuide Obesity Centre. From this foundation a unifying organising idea emerges: Responsible routes to lasting change in weight, health and happiness. Different paths and different speeds, but always responsible, medically guided and focused on lasting impact.

We develop the strategic framework, brand architecture and identity, and structurally organise growth marketing. One brand logic now guides choices in offering, communication and optimisation. The embedding does not sit in a campaign, but in how MiGuide operates on a daily basis: one brand with multiple routes, driven by the same principles. Website, communication and marketing systematically build on this, making learning and improvement a natural part of the way of working.

In collaboration with:
• Arjen Huizinga (Miguide)
• Remy Lammers (Clutch)
• Max Kapteijns