H2U
LIGHT ON YOUR WAY
- Clients
- H2U
- Industry
- Health & Wellness
- Services
- Market Research / Brand Strategy / Brand Design / Design Extension / Web Development / Brand Workshop
Repositioning the Brand After Group Integration
Originating in 2013 from Foxconn Group’s employees’ health plan, H2U as a health service has since expanded its client base across the globe, serving industries such as technology, fashion, and retail. Following a series of acquisitions in the health and wellness sector, H2U began transforming from a B2B service provider into a B2C health ecosystem brand—connecting healthcare, wellness, media, and data platforms. THINKWAYS was commissioned to tackle the challenges of aligning diverse brand cultures and communication styles. Through internal interviews, consumer insight analysis, and market research, we redefined the group’s brand positioning, strategy, and architecture, laying a solid foundation for H2U’s transition into a unified and internationally-oriented brand group.
Brand Concept
From Health-Tech Company to Holistic Wellness Enabler
Grounded in H2U’s vision of “extending healthy lifespan through technology,” we repositioned the brand as a “holistic wellness life enabler,” integrating six pillars of service: health data, care services, knowledge, entertainment, nutrition, and active living. The new brand slogan, “LIGHT ON YOUR WAY,” draws on the beacon metaphor to symbolize guidance and protection throughout one’s health journey. H2U—Health to You—was reinterpreted as three core brand values: Holistic Insight, Universal Service, and Healthy Life, giving deeper meaning to the brand name and unifying internal and external communication.
Logo & Applications
From Banner to Beacon: Redefining a Health Leadership Identity
The new logo retains the symbolic “banner” from the original design but transforms it into a 360° beam-like lighthouse, representing the brand’s role as a guiding light in the health industry—for both the industry and consumers.
The logomark, constructed using the golden ratio, incorporates motifs of convergence, expansion and promotion with a plus of a megaphone—signifying H2U’s role in advancing and advocating for health. A warm orange leads the color palette, balanced by neutral grays and black, striking a visual harmony between professionalism and vitality. The system was designed for flexible implementation across both digital and physical platforms—spanning website, presentations, and print materials.
Web Design
A Digital Experience That Balances Warmth and Efficiency
To reflect H2U’s tech-forward yet people-centered spirit, we designed a dark-themed website enhanced by light-beam visuals and directional line motifs—bringing to life the idea of “guidance through darkness.” The content architecture prioritizes healthcare services and lifestyle offerings, featuring modular presentations, animated sections, and interactive elements. The result is a brand website that balances functionality and emotional resonance—establishing a digital flagship that feels intuitive, elevated, and distinctly H2U.
Sub-Brands Design
A Cohesive Visual System for Brand Group Expansion
Under the group’s new design system, sub-brands inherit a rounded, block-based visual language that ensures consistency and coherence. For Good Morning Health (早安健康), the new identity merges a leaf and bird—evoking the spirit of “Good Day, Good Health”—and enhances the brand’s warmth and approachability. For SPORTS NOTE (運動筆記), the identity centers around a flipped “N” to suggest a notebook in motion—conveying energy, determination, and a bold, forward-moving personality. Together, these identities strengthen the group’s communication power across diverse target audiences.
Brand Forward
By redefining the parent and sub-brand strategies, THINKWAYS helped H2U evolve into a visually unified, strategically aligned brand group. Beyond aesthetics, this transformation clarified internal messaging, built stronger team cohesion, and positioned the brand for international expansion and capital market readiness. We look forward to seeing H2U continue thriving in the health and wellness industry—integrating resources to guide holistic well-being, enhance public health through technology, and ultimately, extend quality of life for all.
※ Continue Reading: H2U’s internal Brand Workshop：https://reurl.cc/YEy2EO
“A group brand can only go far and strong when built on consistency and cohesion.”
