While in the space of ‘tech’ health care, at the end of the day, the language had to be human. Therefore, the brand identity we were looking for had to cater to both. A perfect balance was required. It had to be vibrant, open and lively. Also, to bring alive the core philosophy of ‘alive n kickin’, we needed an extremely simple ‘Tagline’ to go along. So, keeping these factors in mind, we arrived at the name and the tagline “First Life- we keep you alive”.