EASYVISIT BRAND CREATION
Bringing to life an easier patient experience
Challenge
IPN (Australia’s largest medical centre network) were developing an app to give patients better access to GP bookings, health records and pathology results. They needed a brand and proposition to engage the market.
Approach
Our competitor analysis highlighted the opportunity to focus on benefits instead of app functionality. As a result, we conceived the app name EasyVisit – speaking to faster, more convenient and painless visits to the doctor.
Solution
We brought this to life with a positive, friendly logo and supporting visual language. Created as a digital-first brand, we extended it across all touch points of the patient journey.
BRAND STRATEGY
NAMING
BRAND ARCHITECTURE
VISUAL IDENTITY SYSTEM
BRAND GUIDELINES
APPLICATION
Completed at Hotwire
RESPONSIVE BRAND MARK: The digital-first brand mark is instantly recognisable, even at small sizes for app badges and notifications – expressing a friendly, positive human tone.
BRAND ENDORSEMENT ARCHITECTURE: EasyVisit employs a non-traditional brand endorsement architecture where the app brand ties together inconsistently branded medical centres by creating a branded network (think ‘Deliveroo’).
PATIENT TOUCH POINTS: Patient comms in GP waiting rooms and reception areas to encourage uptake of the app.
ENGAGING GPs: GPs are important brand ambassadors, so we created merchandise and patient information cards to keep app recommendations front of mind during patient consultations.
LAUNCH MERCHANDISE: To launch the app brand, we created branded merchandise to get GPs excited about the app.
BRAND GUIDELINES: Comprehensive brand guidelines establish the rules for brand consistency for future applications.