Healthcode: Rebrand. Rebuild. Reboot.
Rebrand. Rebuild. Reboot.
Services: Brand Positioning | Portfolio Architecture | Visual Identity | Tone of Voice | Web Experience
Revolution, not evolution.
Since 2001, Healthcode have designed, built, and run transactional systems behind the UK’s private healthcare industry.
During organisational and governance changes, Healthcode identified a need for a substantial, clearer, modern brand and customer experience. This would be pivotal as the company began rolling out new products and services whilst facing the challenge of competition across its core business.
Seeing this significant transition period as an opportunity, Healthcode came to us to navigate change, disrupt, and create a meaningful difference.
With the rise of ‘blanding’ across visual identities nowadays, we took Healthcode back to its roots, uncovering a rebellious origin story that rang true to their new era.
We signalled their pioneering origin and restless progressive spirit through bespoke visual and verbal language, to demonstrate their cutting-edge healthcare technology. The result; a recharged brand positioning, transformational visual identity, portfolio architecture, tone of voice, web experience, that stands out from the crowd to underpin the next phase of Healthcode’s growth.
We partnered with M&C Saatchi Group’s M&KE to develop a world-class digital experience centred on a new web platform that is both future-proof and capable of growing with the business.
Revolution, not evolution: Behind the design
Healthcode had lost its way in jargon, a hard-to-navigate website, and a dated identity. A significant departure from their pioneering technology that simplified processes for the people in the industry. Their brand didn’t communicate their ethos, people, products, or impact. Our challenge was to build their identity, portfolio architecture, graphics, colours, comms, visuals, and tone of voice from the ground up.
We redefined Healthcode’s essence, personality, purpose, and values by creating a straight-talking, no-nonsense tone of voice and a bold, dynamic identity. The result reflected their tenacious spirit and shook up the industry standards, ultimately depicting what Healthcode does best.
The new Healthcode logo comprises a beacon and subtle ‘+’ symbol within a lowercase wordmark. It was rendered in lowercase to maintain a friendly and conversational tone. The ‘+’ sign is synonymous with the healthcare sector, positivity, and betterment. We subtly incorporated it into the brand’s first character – its north star – the ‘h’ – to show a direct link to its unwavering focus on improving things for the industry. The final result reflects Healthcode’s down-to-earth and human relationship with its customers.
We asked Clear M&C Saatchi to develop a dynamic brand identity which truly represented Healthcode as a voice for technological progress in the private healthcare sector. As part of our ambitious Transformation Programme of growth and modernisation, our new image had to be a decisive break with the past and help drive our confident vision for the future.
From the outset, we were impressed Clear got to grips with the complexities of our business and the private healthcare sector. Their creative thinking and willingness to collaborate– and sometimes challenge us – to achieve the best result worked well. When it came to embedding our new brand identity, the team had our back, from tone of voice training to actively supporting our internal and external launches.
The vibrant colour palette and visuals of our new brand have the ‘wow factor’ that sets us apart from competitors. Just as importantly they give us the flexibility to differentiate our range of products and services now and as we continue to develop our innovative solutions. I’d recommend Clear M&C Saatchi to any company that is seeking to reinvent their brand for a new era.
Peter Conner, Healthcode Managing Director