Branding - Spirit Health - EMPOWER
RESEARCH & STYLESCAPE
It was vital that we researched a design style that would appeal to and be understood by an audience with a reading age of 9-10 years - this is because this is the average reading age of people in the UK, and many patients do not have English as their first language.
In response to researching into what audience needed, we created a stylescape that felt friendly, factual and confident, whilst being simple with easy-to-follow content.
STYLESCAPE AMENDS
Our clients were happy with the direction of the stylescape and only required a few tweaks here and there. These tweaks included a slight change to the logo device to make it look like a progress button that will appear in the app, and more emphasis on the blue and yellow in the colour palette.
BRAND GUIDELINES
We then created a set of brand guidelines which ensure that the brand is consistently applied. These can be used internally and with agencies like us to ensure all EMPOWER assets look and feel right.
EMPOWER COURSE
We exported the logo and various design assets into usable formats which could be utilised in the next stage of this project, within the app and course videos to ensure a coherent look.
BRAND ASSETS
The brand pack of design assets can also be transferred to other brand elements, such as print, which will support the overall course and any future brand materials they may need.
Mel
She / her; red / blue. Mel is a writer, editor and designer. Equally happy hiking a muddy trail as playing tabletop roleplay games by candlelight. Will seize any opportunity for a party, as long as said party features copious food, prosecco and hits from the 1980s. Her true passion lies in words. A student of literature, she is fascinated by enduring myths, etymology and science fiction. Kurt Vonnegut is her hero. “We are here on Earth to fart around, and don't let anybody tell you different.”
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Chris
He / him. Chris is a co-founder of Rusty Monkey. Chris would like to think of himself as a branding philosopher but in reality it means that he can sit in his hammock and come up with great ideas around business and branding problems. He’s also a BBC-trained camera operator and has worked on many large scale TV events. A technophile. Loves the outdoors and will often head into the countryside with his wife, daughter and camera drone. Really interested in ethical thinking and business.
Zoe
She / her; green / blue. Zoe is a designer, daydreamer and self-anointed snack queen. Once described as “so awkward she’s charming” by a friend, there isn’t a day that goes by without her accidentally slipping in an innuendo. In winter, she hibernates in a blanket of books and netflix, but by late spring emerges with her trusty birkenstocks, ready to go on photography adventures and socialise with the neighbourhood cats. If she were a pokemon she would without a doubt be Pikachu, but a buzzfeed quiz has determined her to be a Magikarp. She’s a firm believer that buzzfeed quizzes cannot be trusted, under any circumstances.
Matt
He / him; yellow. Creative jack-of-all-trades, Matt is "dangerously knowledgeable" in almost every facet of marketing. His favourite field is branding, and he loves developing inspiring, daring brand identities for organisations who are ready to do something different. But he's equally talented at front end web development and developing digital strategies. He's also the front man and guitarist in local parody heavy metal outfit Evil Scarecrow, plus a huge fan of music, eating in nice restaurants, and going on holiday.
THE CLIENT
Spirit Health believes that education is the best way to empower people to take control of their health and more easily manage their conditions. They provide a variety of accessible online courses that educate people about medical conditions that they have been recently diagnosed with. EMPOWER is a sub-brand under Spirit Health that specialises in helping patients understand their diabetes, how they can manage and even reverse their condition.
THE GOAL
Spirit Health wanted to create, EMPOWER, a brand that would sit next to theirs and the NHS nicely but also have its own distinct look whilst not looking out of place. They needed a brand that was confident, friendly and informative, a brand that can be digested and understood by a literacy age of 9-10 years (the average in the UK), and would also be picked up by those whose english is not their first language.
THE SOLUTION
In terms of design, we were careful to consider people with visual impairments and colour blindness. We made sure that the design held its own without clashing with other branding or causing design clutter. We made use of lots of white space to allow patients to easily take in the information, using flat simple animation to ensure nothing felt overwhelming.
We had scope to redesign the EMPOWER logo, colour palette and image style, but Spirit Health wanted to keep their existing typefaces to match the parent brand, therefore we created a brand that respected this.
THE TEAM
Our creative guild, led by our branding expert, Zoe.
WE SAID
It was great to know that something we were working on will help so many people to understand and manage their health better. One of our favourite parts was taking something that felt so complex to begin with and transforming it into an educational course that can be understood clearly by a wide range of people
THE OUTCOME
The brand helped clearly communicate the message and information that EMPOWER wanted to share with its patients, allowing them to better understand the diagnosis and feel a little less alone in it.
The EMPOWER brand strongly reflects their why message, built on the importance of education, and is well tailored to their key audiences. It is accessible to a wide range of literacy levels.
The brand itself has been applied consistently across all touch points for a professional look, this is reflected in the course app, and there is potential to build further brands within Spirit Health in a similar fashion.
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