OnWard
About
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.
I was 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.
Work Performed
The brand identity strategy started with a list of brand keywords that Sandy and I worked together on to create. 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.
In designing the logos, it was important to incorporate a specific, distinct feature, with enough visual presence to act as the app icon.
After Approach 2 had been chosen as the preferred option, a set of business cards were designed.
Brand Strategy
Logo Design
Business Card Design
