Establishing identity and digital experience for UST Healthproof, a health-tech company empowering organizations in their healthcare journey
01 BRAND IDENTITY
A dynamic brand identity for UST Healthproof to amplify their mission to bring radical change in the healthcare industry
1.1 THE STORY
Once upon a time three health-tech brands came together to form an union
Blending the brands towards a common identity
Once we had the initial understanding, we conducted several workshops and interviews to align the three leadership teams for the brand strategy. With three distinct leadership groups involved, we faced the challenge of ensuring everyone was on the same page and fostering productive discussions
1.2 PROCESS
Finding elements and logic to depict the brand's personality while keeping the dynamism.
After successfully defining the brand's personality, vision, and mission, we began brainstorming visual representations for the brand.
During this time, we found few examples of dynamic branding done using generative coding and we thought this is something we should try out to represent the tech and disruption side of our brand.
An early exploration showing how Healthproof seamlessly integrates with your company, making the workload of an entire department disappear
Building the identity
After lots of sketches, patterns and figma prototypes, we started choosing directions and exploring in depth to get feedback from client. Here is the concept selected by the client
Ideating and expanding the identity
We began fine-tuning the selected concept, with a major update being the addition of a grid at the base to provide structure to the identity. We also incorporated more components based on the brand's personality
