OnWard
Using smart technology and real-time data, OnWard, via an app, connects med students looking for experience on hospital wards with doctors who have the capacity to teach.
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We were approached by Sandy, the co-founder, to devise two different brand identity strategies and logo designs to choose from, as well as a business card design based on the preferred option.
STRATEGY
The brand identity strategy started with a list of brand keywords. These were subsequently grouped into categories, before being split into two broader ‘approaches’.
Approach 1 would position OnWard as a friendly, accessible provider of teaching opportunities for medical students, with the brand geared heavily towards the end user (i.e. the student). It would therefore appear young, fresh, and Gen Z-y, with certain aesthetic cues also placing it as a technology-/data-driven brand built around connectedness.
Approach 2 would be the ‘safe’ approach, with OnWard portrayed in a more serious, clinical light typical of the medical/healthcare space. It would appear more authoritative and official, and by the same stroke, more dependable, reliable, and trustworthy.
Keyword Groupings
Approach 1
Approach 2
CREATIVE
The Approach 1 logo was designed around the ideas of connectedness and forward (or onward) motion / progress. A sense of connectedness is achieved through the joining of the N and the W, the two letters that bridge the words On and Ward. A sense of forward motion is achieved via the gradient, with the darker, more muted pink bursting into a neon-like blue in line with the eyes’ direction of travel.
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Approach 2 pairs a simple, official-looking logomark with a nondescript, modern sans serif. The logomark is an abstract take on the words On and Ward: On represented by a downward-pointing arrow formed from negative space, Ward by the classic medical cross. The arrow is positioned so it points onto the cross (i.e. On the Ward).
App Icons
IMPLEMENTATION
After Approach 2 had been chosen as the preferred option, the logo and wider identity was applied to all online and offline touchpoints.
