Recent Work: Medical Software, Pt-log
Naming, Identity Design + Branding
As a past successful supplier of design and branding services we were asked by Resilience Software – creator of mobile software that supports efficient recording and reporting of clinical, surgical and learning experiences – to develop a naming, identity + branding solution for a client specific product that was to be positioned for more aggressive sales and marketing. The product: Case Log – a well supported, solid, proven performer – is web and mobile device enabled software that allows surgeons to record information about patient interventions and outcomes.
Project overview excerpt from design brief below:
Project Overview and background
. . .The branding process is to include: naming, brand strategy + visual identity design. A successful branding of the Case Log product will enable Resilience to reach their potential market of interested individuals and to instill them with confidence in both the product and the successful delivery of the product.
To most efficiently execute this project, the branding will be conducted in 9 phases:
- Complete design brief – specifically, approve co-authored organization/business objectives, branding strategy and complete naming project prior to:
- Develop 2-3 creative design concepts that meet project objectives and branding strategy
- (Optional) Test all concepts with target audience and employees/staff of Resilience
- Select one concept, fully develop for final approval
- Implement approved design direction
a. Identity standards
b. Stationery
c. Website
d. Additional brand touchpoints: to be determined - (Optional) Develop measurement metrics
- (Optional) Develop marketing plan
Additional sections within the design brief include: Category review, Target Audience review, Organization Portfolio, Organization Objectives and Design Strategy, and Research.
During the naming process we discovered that Pt is a commonly used short-form for patient and readily recognizable with medical practitioners. Hyphenating Pt and log helped align it with the established T-Res family of medical software developed by Resilience.
Pt = patient, log = file, journal, database
The tagline ‘medical practice on the go’ helps emphasizes the mobile benefits of the product.