Work

Sentai

Services

Brand strategy
Visual and verbal identity
Video content creation
Go-to-market support

Expertise

Brand identity & positioning
Product marketing
Storytelling for tech

Repositioning from care tech to lifestyle companion

The Challenge

Sentai had built breakthrough voice technology for independent living. But their brand told the wrong story. Their messaging felt clinical and institutional. They spoke primarily to businesses and care professionals rather than the people who’d use the product.

The brief was clear: expand Sentai’s reach by speaking directly to consumers, both users and their families. They needed to appeal to individuals aged 75 and older who would want this in their homes. Less ‘digital nurse’, more ‘intelligent companion’

Brand film

Our Approach

Brand Evolution, Not Revolution

We worked within Sentai’s existing visual foundation. Typography and core colours stayed the same. We chose to evolve rather than replace. The challenge was making incremental changes that delivered transformational impact.

From Clinical to Conversational

We shifted the verbal identity from B2B care-speak to natural, everyday language. The new tone became warmer and more conversational. Crucially, it now spoke directly to users and their families alongside existing care sector audiences.

Real Stories, Real Homes

Instead of product demos, we created content showing Sentai in its natural environment. We captured quiet moments in real homes. Natural conversations. Genuine interactions that felt like life, not healthcare.

What we delivered

The transformation required a complete reimagining of how Sentai presented itself. We moved from brand messaging that spoke primarily to businesses to language that resonated with consumers. We created visual elements that felt at home in living rooms rather than clinics. Here’s how we delivered on that promise:

Brand Messaging & Positioning

We transformed Sentai’s verbal identity from clinical care-speak to natural, everyday language. The new brand value proposition spoke directly to users and their families about living independently rather than needing support. Our messaging framework deliberately shifted focus from what people couldn’t do to what they could achieve with the right companion by their side. The tone of voice guidelines moved from functional and institutional to warm and conversational – the difference between “monitoring your wellbeing” and “keeping you connected.” We developed a modular messaging system that could adapt across different contexts while maintaining this essential human warmth throughout all audiences.

Working within Sentai’s existing visual foundation, we evolved rather than replaced key elements to better serve consumer audiences. We refined the colour palette and typography applications to feel more approachable and less clinical. New iconography and graphic elements were developed specifically for consumer touchpoints, moving away from medical symbols toward more lifestyle-oriented visuals. Our photography direction emphasised real homes and genuine interactions over sterile, medical environments. The social media templates and digital asset guidelines ensured this warmer aesthetic could be consistently applied across all future consumer communications.

The video content became the emotional heart of the rebrand, showing Sentai as it works, naturally woven into daily life. Our hero brand film captured genuine moments: a gentle reminder to water plants, a friendly check-in about the weather, and a prompt to call a friend. These weren’t staged demonstrations but authentic interactions that felt like life, not healthcare. The getting-started videos focused on natural conversation flow, showing how easy it is to simply talk to Sentai. Feature-specific content highlighted key use cases through real scenarios, while testimonial-style pieces demonstrated actual value without feeling overly promotional. Every video reinforced the same message: this isn’t technology you have to learn – it’s companionship you can rely on.

To support Sentai’s consumer launch, we created a comprehensive toolkit for immediate rollout and future growth. Website content strategy and sample mockups provided clear direction for the digital experience, ensuring the new brand voice carried through every touchpoint. Social and paid media templates were optimised for different platforms while maintaining brand consistency. This gave Sentai the structure to scale its consumer marketing efforts. The brand guidelines document captured everything – from messaging principles to visual applications – ensuring the entire team could maintain consistency as they grow.

Kind words

Working with Somersault is like having an extension of our internal team. They just get the brief—often adding value beyond what we originally envisioned. Their ability to quickly grasp goals, align with our brand, and deliver high-quality content with minimal hand-holding is what truly sets them apart. It's rare to find a partner who is both creatively sharp and operationally reliable. They've become a trusted part of how we bring our brand and stories to life.

Sentai
Chief Marketing Officer

The Results

The rebrand successfully expanded Sentai’s reach from the B2B care sector to direct consumer audiences. The new brand identity provided a scalable foundation for direct-to-consumer marketing. Consequently, this opened new distribution channels and helped reframe conversations with investors, partners, and healthcare providers.

Furthermore, the expanded messaging now speaks to users and their families alongside existing care sector audiences. Meanwhile, the video content suite became the centrepiece of their website launch and demonstrated Sentai as a natural part of daily life.

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