A brand needing to stand out in a health clinic environment
The problem
A new program aimed at young people needing more agency in their health care
The Empowered Clinical trial was created to assess whether young people in the mental health care system were being heard, and whether the introduction of technology such an app could help them advocate for themselves more effectively. The trial needed to engage with these young people in a waiting setting where the only branded materials are clinical and corporate and mostly green!
The aim of the branding is to encourage as many sign ups as possible to the program, to access as much data around mental health treatment and advocacy as possible. And to ultimately improve the mental healthcare of young people in Australia to include their voice in care.
The solution
A brand that stands out in the waiting room
Ignitely collaborated with the University of Sydney’s Brain and Mind Centre to develop a suite of logos and entire visual identity to engage with young people in a clinical setting. We conducted research around what other clinical trials were doing (and not doing) identifying opportunities to cut through. Staying away from the ‘healthcare green’ we chose a palette that was fresh and vibrant and highly engaging with a younger audience, similar to FMCG brands they’re regularly using like skincare or canned drinks.
The logo plays on the ‘power’ young people want to feel when walking into a review with their psychologist or psychiatrist – they want to have a voice in their treatment journey. The speech bubble emphasises this concept of having a voice and advocacy in their care. And we created 2 custom fonts – one to represent emboldened decision making and the other more hand written font to represent the human element of this trial, and in healthcare advocacy.
We wanted this brand to appear as though spoken from a patient themselves – feeling empowered and as though they have the voice to drive more posisitve treatment outcomes.
The response
High engagement and seamless rollout
Through a combination of materials including clinic advertising and video content, the Empowered Clinical Trial draws in it’s ideal niche audience – young people frustrated with their mental health treatment and wanting a better way to have a voice in their care.
With positive, fresh vibes, this brand cuts through and is highly noticeable in an otherwise boring environment, it’s impossible to ignore. The trial is one of the most fresh and cutting edge brands in it’s class and resulted in high engagement and visibility for researchers and trial operators.
"Thank you for all your work! Really enjoyed doing this project with you. You were SO helpful!"
- Carla Gorban, Digital Navigator & Lived Experience Researcher, University of Sydney
