Fluence created a model that has the opportunity to change the way medical debt is paid across the U.S. through financial coaching and education. Flying Horse was hired to name the organization and develop a visual identity for the brand.

A “fluence” is defined as a stream of particles crossing an area. The word is rooted in the Latin word “fluere,” meaning to flow. It evokes feelings of freedom and flowing movement, something that individuals with medical debt are desperately seeking.