Healthcare Pro
DefinING the brand, the proposition, the service features and a completely new look
The brief
NRS was established as Nottingham Rehab Services in 1947, a year before the NHS was founded. NRS is seen by healthcare professionals as the respected source of authority in its field, especially among Occupational Therapists for whom NRS sponsor the Royal College of OTs.
NRS is today the leading supplier of daily living aids to the NHS through local council contracts.
However the brand was seen as functional, dated and lacking a clear and compelling proposition.
Our brief was to create a new proposition, relevant to both consumers and professionals, a new identity to be rolled out across the new e-commerce website, handling over 4,500 products.
What we did
Strategy:
Internal stakeholder interviews. Review all existing marketing. Detailed competitor analysis and opportunity mapping. We visited the customer call centre to mine insights from the customer-facing team.
Naming:
Collaborative name generation sessions, then we created a shortlist to take through to research and final trademark searches.
Design:
Immersion into the category to define the relevant design codes for the audience. Logo and brand world concepts to understand how we can portray the proposition in the simplest way.
Proposition and Visual Identity research:
Online qual with 100 respondents to strengthen the proposition, find the most persuasive features and pricing, help steer the creative development.
The outcome
The new name Healthcare Pro, reflects the core brand proposition of providing expert guidance to consumers and peer to peer recommendations for professionals.
We targeted the brand primarily at the professional audience, and in so doing added gravitas and authority to consumers looking for expert guidance on living with illnesses and disabilities.
The structure and key messaging of the website changed fundamentally. We have used professional product recommendations and testimonials from experts to add reassurance and confidence to product selection.
The identity utilises clean, white space, signifying the expertise and transparency of the brand, punctuated with bright magenta evoking warmth and care.
behind the scenes
Our brand identity formula
Creating a logo is an opportunity to tell a story with the minimum of elements.
For our rebrand of NRS, the nations largest provider of healthcare advice and supplies to the NHS, boiling down a complex service was a challenge.
The heart logo represents the relationship between a healthcare professional supporting their patient - this joins together to signify a successful resolution and a clear path forward. This was, of course, optimised for digital applications.