Medstars
Medstars
Building a clinically grounded yet thoughtful identity at pace
Client
Medstars Ltd
Year
2023
Deliverable
Brand Identity Sprint
01
Context
Medstars is a premium medical concierge platform connecting users to specialist private healthcare services. As the business expanded from its B2B roots to include a consumer-based offering, the need arose for a complete identity reset.
02
Idea
‘Created and led by doctors’, Medstars was clear in its position: a commitment to clinical integrity, rooted in evidence rather than trends - a philosophy believed to help separate them from the crowded B2C landscape of services driven by surface-level claims. With a history of providing hope and truly life-changing services to their customers, the identity needed to also communicate sincerity and acknowledge the very human realities that bring people to private healthcare in the first place.
03
Expression
The identity was shaped around a core principle: clinical credibility with a sense of compassion. With limited scope for exploration, judgement and decisiveness were key in creating an identity that suited this principle. Type and colour were used as primary signals of integrity and sophistication, whilst a fluid hero graphic inspired by both an ‘M’ letterform and an ECG reading helped to conceptually position Medstars as the credible heart of the customer journey - further supported by hand-drawn iconography.
The result is a clear, purposeful identity, created and signed off within ten days of the initial discovery session.
Context
Medstars is a premium medical concierge platform connecting users to specialist private healthcare services. As the business expanded from its B2B roots to include a consumer-based offering, the need arose for a complete identity reset.
Idea
Expression
01
Context
Medstars is a premium medical concierge platform connecting users to specialist private healthcare services. As the business expanded from its B2B roots to include a consumer-based offering, the need arose for a complete identity reset.
02
Idea
‘Created and led by doctors’, Medstars was clear in its position: a commitment to clinical integrity, rooted in evidence rather than trends - a philosophy believed to help separate them from the crowded B2C landscape of services driven by surface-level claims. With a history of providing hope and truly life-changing services to their customers, the identity needed to also communicate sincerity and acknowledge the very human realities that bring people to private healthcare in the first place.
03
Expression
The identity was shaped around a core principle: clinical credibility with a sense of compassion. With limited scope for exploration, judgement and decisiveness were key in creating an identity that suited this principle. Type and colour were used as primary signals of integrity and sophistication, whilst a fluid hero graphic inspired by both an ‘M’ letterform and an ECG reading helped to conceptually position Medstars as the credible heart of the customer journey - further supported by hand-drawn iconography.
The result is a clear, purposeful identity, created and signed off within ten days of the initial discovery session.
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