A client wanted to envisage how it could extend into a healthcare sector. Our goal was to help them define which areas of the market to target, and then develop a vision and brand-design framework to guide design identity work across the business.

The first task was to frame the potential scope of the product/service offer in a rapidly changing area, and in a way that would be useful from a portfolio planning and identity perspective. We created a framework, which was then validated during interviews with international experts.

This was followed by an opportunity scoping workshop to define where to play and how to win. We then distilled the conversations in the workshop into a short vision statement, which we crafted to clearly articulate the business’ scope and distinctive strengths.

With the vision in place, the next task was to develop a brand-design architecture that spanned three business areas. This included a positioning rationale, sub-brand naming, values and design language directions.

The vision and framework proved highly influential with the senior leadership team responsible for healthcare portfolio strategy.