Slingshot
Launch Studio
D2C
A full brand and product launch for Slingshot, an AI-powered tool that helps everyday Americans fight denied health insurance claims.
A full brand and product launch for Slingshot, an AI-powered tool that helps everyday Americans fight denied health insurance claims.
Services
Branding, Web Design, Video Production, Launch Strategy
Timeline
3 months
The Challenge
The Challenge
Health insurance claims are deliberately difficult to appeal. The process is slow, confusing, and adversarial by design — optimized for denial, not resolution.
But Slingshot’s challenge wasn’t just technical. They needed to build credibility and trust.
They were asking everyday Americans to believe that AI wasn't the bad guy and could help them fight institutions that usually win by exhausting people.
That created a narrow line to walk.
The product had to feel powerful without being intimidating, human without being sentimental, and firmly on the user’s side — without overselling what AI could responsibly do.
Health insurance claims are deliberately difficult to appeal. The process is slow, confusing, and adversarial by design — optimized for denial, not resolution.
But Slingshot’s challenge wasn’t just technical. They needed to build credibility and trust.
They were asking everyday Americans to believe that AI wasn't the bad guy and could help them fight institutions that usually win by exhausting people.
That created a narrow line to walk.
The product had to feel powerful without being intimidating, human without being sentimental, and firmly on the user’s side — without overselling what AI could responsibly do.
The Solution
The Solution
The Solution
It started with the name. Slingshot framed the product instantly: a tool designed to help everyday people fight back against much larger institutions.
From there, we worked closely with the founding team to shape both the product and the story around a single principle: the system is broken.
That principle guided every decision.
We designed an onboarding flow that walks users step by step through the appeals process, telling them exactly what’s required to move forward — and nothing more.
We built a website that focused on how Slingshot helps the user, not how technically capable the app is.
We created a launch video that reframed the problem directly: if you’re struggling, it’s not because you failed — it’s because the system was designed this way.
Throughout the launch, we were careful not to overpromise outcomes. Slingshot wasn’t positioned as “beating insurance companies.” It was positioned as giving people a real chance to fight back — with better tools than they’d ever had before.
Slingshot didn’t try to fix healthcare. It gave everyday Americans leverage in a fight they were never meant to win alone.
It started with the name. Slingshot framed the product instantly: a tool designed to help everyday people fight back against much larger institutions.
From there, we worked closely with the founding team to shape both the product and the story around a single principle: the system is broken.
That principle guided every decision.
We designed an onboarding flow that walks users step by step through the appeals process, telling them exactly what’s required to move forward — and nothing more.
We built a website that focused on how Slingshot helps the user, not how technically capable the app is.
We created a launch video that reframed the problem directly: if you’re struggling, it’s not because you failed — it’s because the system was designed this way.
Throughout the launch, we were careful not to overpromise outcomes. Slingshot wasn’t positioned as “beating insurance companies.” It was positioned as giving people a real chance to fight back — with better tools than they’d ever had before.
Slingshot didn’t try to fix healthcare. It gave everyday Americans leverage in a fight they were never meant to win alone.
Kevin Wheeler
Founder of Slingshot
The Trash team thinks about growth in a way a lot of marketers don't. Marketing expertise meets a true start-up founder mentality.
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Kevin Wheeler
Founder of Slingshot
