It helps to believe in the brand you’re building – especially in the healthcare sector, where product superiority really matters. Over the last year, we’ve been working on InfoFlex: an information management software tool used widely in the NHS. Our research showed that patients, clinicians, and trusts alike continue to be impressed and emboldened by InfoFlex’s capabilities, and the power it hands back to its users. These are turbulent times for our NHS and the wider healthcare community, and InfoFlex offers some stability, sense, and support to those who dedicate their time to looking after us.
We had to create a brand identity to match their (genuinely) superior product and team. InfoFlex was developed by NHS insiders with first-hand experience of inadequate systems – and their deep, multi-faceted understanding is often acknowledged by clients. Their experience and understanding influenced the product development: no other software provider offers the same necessary versatility or intelligence when it comes to managing patient care pathways. And when there are people’s lives at stake, that really should be advertised.
A big challenge came with learning just how many benefits InfoFlex provides – and to so many groups within the healthcare community, too. Although we established a messaging hierarchy, the brand identity still had to be able to unify and cope with lots of information, and work well across many different touchpoints.
So we created the ‘i device’ – SuperFit for purpose, just like the product. Here it is in action:
Alongside designing a host of documents for internal and external use, we created two brand films to succinctly describe InfoFlex and its benefits. You can find them, and much more, on the new website we designed and built as part of this rebrand: