inTouch Brand Refresh and Website Rebuild

inTouch is a Prague startup behind Mary, an AI that phones older people every day for a real conversation — to keep them talking and fill hours nobody else fills. I've worked with them through three stages: improving their consumer site, then refreshing the brand and rebuilding the website when the business changed direction, and most recently the activation flow behind their Nokia partnership.

They started out selling to families — an adult child pays a monthly subscription so their parent gets a call. That needed two yeses. The son or daughter had to be convinced to pay, and then the parent had to agree to talk to an AI, which plenty of them didn't want to do. In August 2025 inTouch pivoted to care facilities instead: retirement homes, hospitals, assisted living, home care programmes. One buyer, deciding on trust. Almost nothing about the existing brand or site was built for that person.

The refresh had three jobs, agreed with founder Vassili le Moigne: a tone of voice for the new audience, a more visible human side, and a plain statement of what inTouch actually sells. Charlie and Krystina on inTouch's side worked the copy through with me, which is why the new tone held up across every page rather than just the homepage.

Photography mattered most. Every image on the new site is a real photograph of a real person, and none of it is AI-generated. Generating it would have been faster and cheaper. It would also have quietly undercut the pitch: you can't ask a hospital to trust an AI with their residents while illustrating it with people who don't exist.

The site itself needed a new structure, not new paint. Care facilities became the front door, with a page for each of the four kinds. The three things Mary does got named and separated — reminders, morning check-ins, conversations. Families kept one page instead of the whole site. It runs in English, French and Czech through Webflow Localization, so one build serves three markets, and the team publishes the blog without me.

The pivot worked well enough that inTouch's sales team landed HMD, the maker of Nokia phones. At Mobile World Congress in March 2026 they announced Mary on a dedicated button on two Nokia handsets. Anyone buying one gets five hours free, claimed by activating on the website. I built that form.

inTouch wanted it thorough, the people filling it in are often in their eighties, and two paths — setting Mary up for yourself, or for a parent — had to live in one structure. Webflow's built-in forms don't handle phone numbers across dozens of countries, or accept an apostrophe in a surname without complaint, so most of it is custom code, tightened over several rounds of testing.

One of those rounds caught a bug I'd have hated to ship. An early version sent French visitors to an English confirmation screen — the exact moment you most want to tell someone, in their own words, that it worked. I tied the redirect to the visitor's real language instead of a hardcoded default.

Before the pivot, a care home director looking at inTouch found a site written for somebody's daughter. Now there's a page for their kind of facility, in their language, with the product named for them. The HMD deal was the sales team's win, not the website's — but the site is where HMD, and every facility since, gets sent to look. We're still working together, adding pages as the product grows.

My role & tools: Brand refresh, site structure, design and Webflow build, three languages via Webflow Localization, plus the custom-coded Nokia activation flow. With Vassili le Moigne, and Charlie P. and Krystina on content.