Atropos Health is passionate about personalized evidence for care.

Making decisions about care pathways doesnt have to be guess work - Atropos Health uses technology and data to find similar patients to the one at the point of care and provides evidence on outcomes for different treatments for similar patients.

Mission:
To accelerate the generation of actionable evidence to improve healthcare outcomes for everyone

Vision:
To be the leading generative platform and trusted source for novel evidence to inform healthcare decisions

Values:
By enabling frictionless user experiences to generate real world evidence, reducing the process from months to minutes through technology and automation
By generating novel and personalized content that can be easily accessed and digested, driving institutional ROI and reducing time to value
By converting healthcare institutions’ real-world data into novel localized evidence, accelerating the data-to-Insight pipeline through automation driven staffing augmentation
By ensuring the highest quality best-in-class methods through transparency and publication applied through safe and compliant access to data across a federated network
By growing the largest and deepest global marketplace of data sources, by creating value, transparency and control for data holders, and by enabling on-demand transactional access for users
By building a user community and enabling it to collaborate, create, and share knowledge and insights
By building core system infrastructure to enable the next generation of health care AI development and deployment

Atropos Health conducted a major rebrand to better express encompass our brand themes of Neutrality, Precision, Accuracy, Antiquity, Quality, Craftsmanship, and Diplomacy

For most of our lives, healthcare has felt fragmented, transactional, and inaccessible. Counsel addresses this fragmentation by delivering AI-native primary care through a secure, messaging-based experience.

From a brand perspective, Counsel’s messaging, tone, visual identity, typography, and, most importantly, our wordmark align with our north star: care without shortcuts.
This north star is not anchored to a specific technology or care model because healthcare has long faced pressure to move faster, often at the expense of clinical judgment and safety. By focusing on standards rather than mechanisms, this positioning remains relevant as technology evolves and as Counsel expands its clinical capabilities. Counsel is developing the perfect doctor—care by humans, for humans, powered by medical AI.

Our messaging and tone are clear, precise, confident, and warm, evoking a sense of purpose while ensuring our audience feels informed. We know AI is becoming the new site of care, and as a result, Counsel’s voice aims to build trust, whether through our direct-to-consumer motion or our partnerships with leading employers, health plans, and healthcare organizations. If Counsel were a person, it would be the smartest, warmest doctor exclusively dedicated to your health.

Our photography evokes warmth, credibility, and trust. Our visual narrative extends across the entire spectrum of healthcare, from prescriptions to addressing new symptoms, managing chronic conditions, and gaining actionable insights from the latest lab results. We capture the resilience of the human spirit. Our toolkit of graphic elements consistently adds depth, texture, and clarity across brand touchpoints. Through these elements, we tie the brand together in a way that feels visually moving and reinforces brand recognition.

Our typography system strikes a balance between human touch and functional efficiency. While our wordmark is custom, we use a combination of serif and sans-serif fonts to create a visual hierarchy that is both credible and legible. Our display font, HW Cigars, is a warm, trustworthy, modern serif. Our functional font, Instrument Sans, is a clean sans-serif that provides clarity, ease, and legibility. For clinical data and citations, we use our tertiary font, Geist Mono.

Finally, our wordmark. Counsel’s wordmark is our primary brand identifier. It has been crafted with custom hand-drawn characters for a memorable, distinctive impression. The letterforms carry our ethos of continuity. The mark is meant to echo a doctor’s sign-off and the humanity that Counsel brings to healthcare.

Counsel is on a mission to multiply the world’s clinical capacity by developing autonomous primary care. Our brand values are as follows:
- Context-aware
- Continuous
- Collaborative
- Always-on
- Relational
- Accessible
- Guiding
- Enables agency

When crafting thoughtful messaging, Counsel also follows three key brand commitments:
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1. Continuity is the care:
At Counsel, continuity is the foundation of the care experience. Every interaction becomes part of a living health record, building an ever-evolving, personalized understanding of each member. Rather than starting from scratch with every visit, Counsel AI and clinicians step into an ongoing, memory-rich dialogue that reflects the whole member, not just the symptom of the moment. This dynamic health memory captures the small but important details, lifestyle shifts, emotional context, and evolving concerns. Over time, it creates a seamless thread of care, so nothing gets lost. The result is proactive, contextual care that’s always informed by what came before and always ready for what comes next.
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2. Intuition meets intelligence:
Counsel combines the best of human intuition with the precision of intelligent systems. We recognize that care can’t be delivered in a vacuum. Our hybrid model ensures members are met with immediacy and empathy: AI guides the conversation for responsiveness and access, while physicians are always near when depth, nuance, or human judgment is needed. This design honors the emotional complexity of healthcare, creating secure, pressure-free spaces for members to talk, reflect, and ask questions, no matter how big or small. The experience feels less like filling out forms and more like having an ongoing, thoughtful conversation about your health.
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3. Agency in your hands:
Counsel believes true care is about empowerment, not dependency. We give people the tools to guide their own health journey, with the confidence that support is always available when needed. Members can choose when to escalate to a doctor, request labs, manage medications, or simply ask a question. The system accepts unstructured input in any form (voice, video, or text), capturing the full spectrum of how members express health concerns. This approach removes friction, accelerates access, and restores agency to the individual. Counsel’s model is designed to make members feel more capable, more informed, and more in control over their health.

Counsel stands out because its care delivery model addresses one of the most consequential shifts in modern healthcare: patients are increasingly turning to AI as the first point of care, yet most existing systems were not designed with clinical safety, guardrails, or trust at their core. Counsel was built specifically for this new reality.

Rather than treating AI as a standalone solution, Counsel pairs safe medical AI with in-house physicians to create a model that is always available, deeply contextual, and accountable. Every interaction begins with Counsel AI, which gathers history, retrieves prior context, and guides the conversation in a structured, safety-first way. When needed, physicians seamlessly step into the same thread, ensuring care never resets and decisions remain grounded in human judgment.

What makes this approach different is continuity. Counsel builds a living health memory over time, allowing guidance to become more personalized, proactive, and informed with every interaction. This enables people to address concerns earlier, receive support that reflects their full context, and move through the healthcare system with greater clarity and confidence.

Counsel is building toward a new standard: the perfect doctor. Not a replacement for clinicians, but a system that combines the strengths of both humans and AI. In this model:
- Care is always accessible, meeting people when and where they need support.
- Knowledge is continuously available, informed by the latest medical evidence and each individual’s history.
- Guidance is deeply personalized, tailored safely to each person’s biology, environment, and behavior.

This work matters because it shows how AI and physicians can work together responsibly, expanding access, improving quality, and promoting trust. Counsel represents the next era of healthcare: more human, more intelligent, and built to scale.

Who Is Lanyard Health?
Lanyard Health is a healthcare operations company building the credentialing and provider data infrastructure the industry has quietly been missing. We operate in the healthcare administrative burden layer that determines whether care can actually happen. Before a provider can see patients or bill insurance, they must be credentialed and enrolled across fragmented payer systems. That process is slow, manual and structurally misaligned with how modern healthcare organizations operate. We exist to fix that gap.

We are not a generic software company and not a traditional credentialing vendor. Lanyard Health sits in between. We combine deep operational expertise with AI automation to make credentialing accountable and scalable. Over time, that work compounds into something larger: a trusted, reusable provider data layer that reduces duplication and friction across the healthcare system.

What do we do?
Lanyard Health delivers a credentialing and provider enrollment platform that centralizes provider data, guides manual workflows and drives accountability across the credentialing lifecycle.

The product enables healthcare organizations to collect provider information once, validate it continuously, and reuse it across payers, states, and future enrollments. Providers submit information through a secure digital intake. That data is structured into a verified provider profile and used to populate applications, track submissions, manage follow-ups and monitor approval progress in one place. Credentialing workflows become measurable and predictable instead of reactive.
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Each completed enrollment strengthens the platform. Verified provider profiles improve future submissions, reduce correction cycles, and form the foundation of a broader provider data layer that can integrate with billing systems, EHRs and payer workflows over time.
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The outcome is faster onboarding, earlier billing and revenue and clearer operational visibility without adding staff to bandaid processes or forcing teams to manage disconnected systems.

How do we express our brand?
Our messaging is direct, operational and outcome-driven.

We lead with consequences, not solely features. Credentialing delays are framed in terms of lost revenue, stalled growth and limited patient access, because that reflects how our customers experience the problem. We avoid abstract language and focus on time, dollars and workflows. When we talk about automation or AI, it is always tied to specific functions like follow-ups, intake or data reuse. Never as a headline on its own and never just AI jargon.

The tone is confident, calm and grounded in experience. We speak like people who understand the system because we have worked inside it. There is empathy for the realities healthcare teams face, but no dramatics or hype. We are explicit about what we control and transparent about what we do not, especially when payer timelines are involved. The brand should feel steady and trustworthy in a category that is often opaque.
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Visually, the brand is clean and functional. Design choices prioritize clarity over decoration and structure over flash. Dashboards, sales materials, and content are built to be quickly understood by busy operators. Nothing should feel noisy, experimental or over-engineered. The visual identity reinforces reliability and focus, signaling that Lanyard Health is infrastructure you can depend on, not another tool you have to manage.
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Lanyard Health presents itself the same way it operates: clear, accountable, and built to remove friction from a system that has tolerated it for too long.

We operate with precision, validation, and accountability because small errors in credentialing create outsized delays. Every workflow is designed to be complete, correct, and audit-ready.
Domain knowledge comes first. Credentialing requires judgment, payer-specific context, and regulatory fluency. Technology exists to reinforce expert decisions, not replace them.
We focus on reducing time-to-billing so providers can see patients sooner and practices can grow without administrative drag. Faster outcomes matter because revenue timing matters.
We earn trust by doing the work well and communicating clearly. Transparency, follow-through, and predictable execution matter more than promises.
Our mission is to remove credentialing as a growth constraint by building provider data infrastructure that makes every future enrollment faster, simpler, and more reliable.

Lanyard Health stands out because we treat credentialing as critical infrastructure, not administrative overhead. While most solutions approach credentialing as either software to be learned or paperwork to be outsourced, we approach it as an execution problem that directly determines whether providers can see patients and get paid.

Our brand is built on operational credibility. We do not rely on hype, aspirational language or abstract claims of efficiency. Instead, we communicate in timelines, dollars and outcomes that small practice operators immediately recognize. This clarity builds trust quickly with customers who have already experienced months of revenue delays, rejections and vague processes.

From a product perspective, we intentionally lead with expertise before technology. Credentialing requires judgment, payer-specific nuances and regulatory issues that software alone cannot replicate. Our product design reflects this reality. Automation exists to remove redundant work, reduce errors, and surface status clearly, while expert specialists remain accountable for outcomes. This balance allows customers to see results without being asked to adopt or manage another complex system.

Our go-to-market strategy reinforces this differentiation. We sell relief, not tools. Customers engage with Lanyard when credentialing becomes a constraint and they stay because timelines improve, administrative burden drops and future enrollments become meaningfully easier through reusable provider data.

Ultimately, our work stands out because it makes a painfully slow process predictable and dependable. We remove credentialing as a barrier to patient care delivery and practice growth and we do so with discipline, transparency and respect.

Stedi is the only programmable healthcare clearinghouse. Our APIs help health tech startups verify insurance, submit claims, and receive remits.

We’re built for developers who have been underserved by traditional clearinghouses that treat APIs as an afterthought.

Our messaging is clear, minimal, and product-focused. We get to the point while still being human. Although technical, we avoid jargon. We aim to explain healthcare and tech in plain English.

Our visual identity embraces tech (maybe even techno?). Dark backgrounds, neon lines, and imagery that would feel at home in the latest Tron movie.

- Make healthcare's financial infrastructure simple and reliable. Running transactions should be as easy as turning on the water tap.
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- There are no outsiders. Everyone needs healthcare. And everyone should understand how healthcare finance works. We explain things so that someone with the least amount of context can understand.
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- Drive down healthcare transactions costs. Sending a claim costs ~10-15¢ each. Sending a business email costs ~15¢ for a thousand. Stedi is doing the work to drive down those costs.

Healthcare finance has been neglected for decades.
The tools are clunky, the standards are low, and everyone has learned to tolerate it.

Stedi doesn’t. We're bringing best-in-class standards to healthcare finance.

We apply the same rigor to healthcare transactions that modern software companies expect everywhere else — in our APIs, our writing, our design, and our support. That consistency is what makes the work stand out.

We are a marketing + design studio helping health-tech innovators go-to-market in fresh and *authentic* ways.
Our team is built by healthcare innovators for healthcare innovators – we've bent and broken rules and our brand expresses that – you can have substance AND style.

* Complexity is the way, not the obstacle. If you’ve built something complex, it’s only half way done. Keep going until it’s simple. Simplicity is the ultimate sophistication.
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* Build a business worth committing to Embrace the things that make us happy as people (family, creative pursuits, autonomy) – such that we can commit wholeheartedly to building a business that doesn’t result in tradeoffs we regret.
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* Throw the first one away Creating something new is a learning process, especially with the initial version. This first attempt results in a product that’s often a patchwork of early decisions. These initial choices often stick around, not because they're the best, but because they aren’t bad enough to discard. However, armed with the lessons from this experience, starting over allows you to build something more coherent and effective.

We pushed to create something that feels irreverent yet sophisticated – something rooted in principles but willing to break rules. It has electricity, mystery but the kind of structure and repetition inherent to science. Also, hot pink.