Providing Confidence Through Branding

Our team of graphic design experts worked with stakeholders to identify their audiences and worked towards creating a future-proof and down-to-earth brand identity that would allow them to establish themselves as experts within their target market.

The Independent Healthcare Network was looking for a premium, confident and strong branding, so we began by looking into the market and existing examples of fonts that helped answer that brief. We trialled a variety of traditional, serif fonts to blend a strong type-weight with more classical font elements to achieve this blend of reliability and knowledge.

The main aim of the brand strategy as a whole is to ensure that the viewer can have confidence and faith in the brand as an entity, as it deals with health issues that demand skilled expertise. Achieving this trust as well as creating a premium feel gives the brand a unique but confident visual identity.

The main issue faced was making the brand appear too premium, which may be off-putting, or appealing to only quite a small sector of the target market. We avoided this by supporting brand elements such as strong, family imagery and font pairings with a sans serif font. We then used the new and refined brand to design and develop a bespoke website that would be effective in helping the IHN achieve their business goals. They wanted the website to act as a directory for prospective patients and members of the collective.

The aim of the website was to enable the Independent Healthcare Network to have a central hub for each practice's contact details, and list events that are coming up which may be of interest to the target audience. The website includes details of all of the practices in the network and acts as a directory that website visitors can use to quickly see which practices are a part of the IHN. We also included an events area that allows admin to publicise events for the healthcare professionals.

The website also includes a bespoke CMS to allow them to add new practices simply and easily when needed. The team can also add and update events via the CMS. We also integrated the Independent Healthcare Network with Mailgun. This software integration allows the IHN team to send, track and receive emails safely and efficiently.