Spora Health needed a brand book to present the next stage of its telehealth app for seed investors. Along with the design team at Superliminal, I researched competitors, created and refined customer personas, interviewed staff and potential customers--then used that information to write Spora's brand book, including its brand story, brand pillars, audience and messaging guidelines and creative direction. It also includes one of my favourite taglines: "Healthcare for the culture." The book resulted in a successful round of funding, raising $USD1.2 million for the company.