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 to 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.

Contino launched with a differentiated product-service offering built to scale. By grounding our business strategy in deep customer journey and buyer persona analysis, we directly addressed unmet healthcare market demands.

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Healthcare Branding Built on Trust

Healthcare is more than a service, it’s a relationship. We worked closely with Contino’s leadership team to refine every aspect of the brand experience, building an ecosystem that drives patient outcomes and business growth:

• Contino Trainers & Authorized Clinics → Providing expert guidance and personalized support.

• Dynamic Engagement Model → Ensuring a frictionless journey from awareness to adoption.

• CX strategy, Pricing & Operations → Structuring a seamless business model built to scale.

By aligning strategy, customer experience, and healthcare distribution, we positioned Contino for a successful launch in Vancouver, setting the foundation 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:

Mapped physical and digital touchpoints to build a frictionless customer journey.

Designed an intuitive digital presence that reduces user hesitation.

Delivered a brand experience that offers both functional and emotional support.

Aligning brand with business

We developed a scalable brand platform built to engage customers, investors, and partners alike. Through a comprehensive brand book and intuitive architecture, we defined Contino’s core value proposition, promise, and market positioning—ensuring long-term consistency across every touchpoint.

Scaling a Healthcare Brand: Naming & Messaging Strategy

We developed the Contino name and identity to balance medical credibility with consumer appeal, positioning the brand for growth starting in the competitive Vancouver market.

Beyond naming, we created a unified brand language that connects every product and service component under one cohesive architecture—including tone of voice, messaging strategy, and brand guidelines for long-term consistency.

A distinctive identity

The new Contino identity projects confidence and reliability while embracing a clean healthcare aesthetic. Built around custom letterforms with sturdy geometric construction, the logo presents Contino as a smart, discreet medical device across all platforms.

To build a comprehensive brand system, we developed a fresh typographic hierarchy, a calming blue colour palette, and custom iconography. We then rolled this system out across all key assets—including clinic partner playbooks, product packaging and booklets, trade show displays, and integrated digital campaigns.

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