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Case study
Brand Identity Case Study: A Healthcare Startup
Looking credible enough to be trusted, distinct enough to be remembered.
- Healthcare
- 2025
Sample content. This is an illustrative example supplied with the theme, not a real client project. The figures shown are not actual results.
Results
- 4 wks
- From discovery to final guidelines
- AA
- WCAG contrast compliance across the full palette
- 1
- Cohesive system spanning signage, print and digital
- 100%
- Of materials produced in-house post-handover
The challenge
A new healthcare service needed to appear established enough to earn patient trust while standing apart from competitors who all used the same blue-and-white clinical visual language. It also had to work across signage, print, digital and regulated patient materials.
What we did
We built an identity that kept the clarity healthcare demands while moving away from the generic clinical palette. The system covered logo, typography, an accessible colour palette, iconography and photography direction, with guidelines written for a small team with no designer.
Distinct without losing trust
Healthcare branding faces a real tension: differentiate too little and you are invisible, too much and you undermine confidence. We tested directions with prospective patients rather than relying on internal preference.
Accessible colour from the start
Every colour pairing was contrast-checked during design rather than audited afterwards. In healthcare, where a meaningful share of the audience has visual impairments, that is not optional.
Guidelines people actually use
A concise, practical document rather than an eighty-page brand bible. The team has produced all their own materials since handover, which is the real measure of whether guidelines work.
More work
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