The Centrality Health prototype
MA Service Design (Royal College of Art),
Client: Bounce Works
Service Design Public Health
Over a one day long Design Jam: Design for Health organised by the RCA and Royal Society of Medicine, we came out with an original service proposition aiming to improve A&E experience. Our team decided to develop the idea further and I decided to create a basic branding for the project. I am adding this project to my portfolio, because it is a nice example of a design sprint. I was designing for Centrality Health, a pre-seed startup:
Centrality Health is an initiative which is developing an app Medhub. Medhub is a secure mobile app that improves transparency and communication between patients and clinical teams, to help patients keep track of their hospital visit. It keeps patients informed about their queuing status, progress of test results and provides an easily accessible summary when they leave hospital. The following video is one of the prototypes which describes the basic principles of the app.
The aim of this three week long project was to design a logotype for the company, and to include its potential sub-logos for the company's future apps. The following sheet shows a plan for the three weeks long design sprint with a couple of milestones: (1) to analyse the main competitors, (2) to identify the main customer groups, and based on these findings (2) to create a new logotype with a potential for the future improvement.
HOW OTHER STARTUPS THINK ABOUT THEIR BRANDS
First of all, the analysis of the main competitors in the company sectors was done. Based on that knowledge, an audit of visual styles of these competitors was conducted in order to understand the current trends in the sectors of digital health apps.
WHO ARE THE PATIENTS?
Secondly, a customer segments analysis was conducted in order to understand their needs and desires.
Based on the previous research, we consider that the brand should represent three main features:
1) taking care of patients,
2) facilitating communication between A&E and patients and their relatives
3) the future of healthcare
Primary, the brand should represent functionality rather than emotions. It was important to address patients by using clear story communicated by logo, design of the app, web design, advertisements, because the target patients rely on simple, direct, and clear communication during their ‘emergency journey.
Secondary, the brand should represent a spectrum of emotions between SINCERITY
[honest, genuine, cheerful] and COMPETENCE [reliable, responsible, dependable, efficient].
THE FINAL CONCEPT
The final logotype represents the future of healthcare. I chose the symbol ‘C+’ refering to a well known coding language. Nevertheless, in this case it relates more to C which represents the 'Centrality' and the red cross as a typical symbols for hospitals, clinics and ambulance services throughout the world. Furthermore, the symbol reminds a mobile phone or a pill. Furthermore, the chosen font Rajdhani may be interpreted as technical and even futuristic.
The chosen font Rajdhany is created by Indian Type Foundry (ITF) and it is designed for print and digital media. ITF fonts are used by clients ranging from tech giants like Apple, Google, and Sony, to various international brands.