ABZ Precision Health
Visual Identity
Delivering a healthy dose of creative ambition
ABZ Precision Health were on a mission to disrupt primary healthcare. We designed a powerful brand that won attention, and put holistic care at the centre of the conversation.
challenges
- Differentiating a forward-thinking clinic from more reactive competitors
- Distilling a holistic proposition into a single, coherent visual language
- Developing an identity flexible enough to unify everything from scrubs to billboards.
- Moving away from clichéd brand conventions while maintaining clinical credibility
The brand had to hold those three ideas at once, so we built a single mark that carries all of them. That icon became the foundation for everything that followed, across print and digital.
Prescribing a Brand With Real Bite
When a group of experienced clinicians decided to disrupt primary healthcare, the brand has to be up to the fight. ABZ Precision Health was founded by the senior partners behind Newburn Healthcare; a group of practices serving over 46,000 patients.
They'd lived the limitations of a reactive healthcare system for years, and wanted to develop an antidote. In this case, the prescription was a private clinic built around prevention, personalisation and long-term well being.
Everything from diagnostic assessments to hormone optimisations and longevity medicine would be be brought under one roof, and we were briefed with building a visual identify that could carry and communicate this ambition.
From the very start, we knew that we'd be pushing ourselves to build a brand that felt human and holistic, without sacrificing medical-grade precision and credibility.
After distilling the findings from our discovery session it pushed us toward something more abstract and holistic than a typical medical aesthetic; using vibrant colours and considered geometry to stand out from the sector’s clichés.
We developed a visual identity built around a the three core principles of ABZ Precision Health which were, precision, balance and connection. Clean, purposeful and instantly legible, it speaks to these core principles without spelling it out.
This symbol quickly became the foundation for the rest of the visual identity, functioning as a primary design element, brand marker and visual thread that runs through every brand device, maintaining cohesion across a suite of touchpoints from phone and digital platforms to physical signage and uniforms.
Once we'd designed for all these touchpoints, we chose photography that leant into wellbeing, rather than clinical settings. We wanted to showcase healthy, active people living well, rather than the waiting rooms and white coats that dominate the sector. The result is a brand that feels as forward-thinking as the clinic it represents, and communicates something meaningful wherever it's situated.
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