Already trading, this business now required a brand that reflected the growing audience for their app.
The company gathers data to track the real-time flow of patients on hospital sites, allowing decision-makers to make the best choices around available resources. I wanted the design to reflect both the crisp, modern neutrality of data whilst remaining mindful that no matter how statistically significant your data is, it isn’t actionable without a human element.
The Belzier curve, a mathematical ratio of exact proportions used in the logo, reflects both the exactness of data (Information) combined with the timeless order of symmetry (Beautiful). The imagery denotes a modern, relaxed and practical real-life application, the graphic element highlights the course of action from meeting, to practioner to positive patient outcome. The shape and colour graduation also reflects this flow; there is a journey and process in motion. Some of the design collateral is work in progress, and will be further developed at the next phase.