Contino

Life360, an innovative healthcare startup, partnered with Persona to define and launch Contino, a breakthrough medical device designed to help men manage urinary incontinence. Through strategic brand positioning, product development, and customer experience design, we helped shape Contino into a market-ready healthcare brand, combining deep Vancouver-based expertise with a vision for global impact. Contino’s go-to-market strategy helped launch a category-defining product in North America’s healthcare market.

From MVP to market: brand strategy & positioning

Our work began with an in-depth discovery process, uncovering key market insights, customer needs, and competitive positioning. We built a brand strategy that:

Defined Contino’s unique value proposition.

Developed a scalable go-to-market framework.

Crafted a brand identity that resonates with customers & investors.

By deeply analyzing buyer personas and customer journeys, we aligned business strategy with healthcare market demands—ensuring Contino launched with a differentiated product-service offering that would scale effectively.

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Healthcare Branding Built on Trust

Healthcare is more than a service—it’s a relationship. Successful brands in this space don’t just create products; they cultivate confidence, streamline accessibility, and build ecosystems that enhance both patient outcomes and business longevity.

A network of Contino Trainers & Authorized Clinics → Providing expert guidance and personalized support.

A dynamic engagement model → Ensuring a frictionless journey from awareness to adoption.

Comprehensive CX strategy, pricing frameworks & operational alignment → Structuring a business model that scales effectively.

By weaving together brand strategy, customer experience, and healthcare distribution, we helped Contino establish a foundation for sustained market leadership and meaningful patient relationships.

Bringing a customer-first approach to brand strategy, we worked closely with Contino’s leadership team to refine every aspect of the brand experience—from pricing models to clinic partnerships—ensuring a seamless and scalable market entry, beginning with Vancouver as a launch point for broader North American expansion.

Persona's Contino customer experience playbook diagram showing key principles, touchpoints, and strategies for delivering a consistent and high-impact client journey

Human-Centered Design: Mapping the Customer Journey

Partnering with Intentions, we conducted in-depth customer interviews to understand the emotional and psychological impact of urinary incontinence on men.

We mapped onsite & digital touchpoints to create a frictionless experience.

We designed an intuitive digital presence that reduced customer hesitation.

The result? A brand strategy that delivers both functional & emotional support for users.

Aligning brand with business

We developed an agile, highly scalable brand platform designed to engage customers, investors, and business partners alike. Our brand book establishes clarity and consistency, articulating the brand essence, value proposition, and promise with precision. To ensure long-term coherence and impact, we built an intuitive brand architecture, defining the core elements that shape the brand’s story and market positioning.

Scaling a Healthcare Brand: Naming & Messaging Strategy

With deep expertise in healthcare and startup branding, Persona developed the Contino name and identity to balance medical credibility with consumer relatability, positioning it for growth in competitive markets like Vancouver.

Beyond naming, we created a holistic brand language, unifying all product-service components under a cohesive brand architecture. This included tone of voice development, messaging strategy, and brand guidelines, ensuring consistency across all touchpoints.

A distinctive identity

The new Contino identity projects confidence and reliability while embracing healthcare's visual language. The logo features custom letterforms with sturdy geometric construction, presenting Contino as a smart, discreet medical device that stands out across all platforms.

To create a comprehensive brand system, we developed:

A fresh typographic system with complementary display and text typefaces

A calming colour palette combining deep blue with lighter supportive tones.

Custom illustrations and icons highlighting the product's key benefits.

The complete brand package includes a clinic partner playbook, marketing materials, tradeshow displays, instruction booklets, product brochures, advertisements, and integrated social media and search engine campaigns.