Caraway.health
Category-defining brand and growth system for a digital health platform entering a market where trust decides everything and nobody trusts a new name.
Brand & Strategy, Creative Production, Growth & Performance
The Challenge
Trust Was the Whole Funnel
Caraway had a clinically sound product in a category where people are cautious by default. Sign-ups stalled at the point where the platform asked for anything personal.
The Strategy
Why We Went This Direction
We treated credibility as a design problem, not a copy problem.
Execution
What We Actually Did
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Brand Foundation
A clinical-grade identity system that reads as a care provider rather than a consumer app, without losing the accessibility that made it approachable.
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Trust-Led Onboarding
Rebuilt the sign-up flow to ask for one thing at a time, with the reason for each request stated where it is asked.
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Acquisition Rebuild
Campaign creative and landing pages matched to intent, so the promise in the ad is the promise on the page.
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Measurement
Event tracking across the whole funnel, so drop-off is visible at the step it happens rather than inferred at the end.
The Impact, Quantified
Performance You Can Measure
| Metric | Before | After |
|---|---|---|
| Monthly sign-ups | Baseline | 3.1x in 2 quarters |
| Cost per acquisition | Baseline | 47% lower |
| Onboarding completion | 54% | 89% |
The Work, As It Happened
Execution You Can See
In Their Words
What clients say when we're not in the room.
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“Koncept rebuilt our entire online presence in under three months, and our online orders have nearly quadrupled since. They think like a partner, not a vendor.”
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“What stood out was how few people we had to talk to get things done. One team, one point of contact, and the work still felt senior at every step.”
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“We've worked with agencies twice their size that couldn't move this fast without breaking something. Koncept hasn't dropped a ball yet.”
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“Their strategy work alone justified the engagement. The creative and performance marketing that followed just compounded it.”
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“Time zones were never an issue. It genuinely felt like they were down the hall, even with a twelve-hour difference.”
Where Else We’ve Delivered
