Project
Hive Healthcare Branding
Role
Brand Designer & Photography Art Director
Duration
4 months
A healthcare company based in the Bay Area needed rebranding in order to elevate brand’s look and feel and to attract more clients and leads. My role was brand designer and photography art director. I reported to 2 senior designers during this project.
COMPANY OVERVIEW
Hive Healthcare was founded on the principle of "humanized healthcare on demand," they provide quality service to every patient, every time. Their services range from mobile blood draws to community-focused vaccination and testing events. The core values of the company are supportive, genuine, community, alliance and making healthcare accessible for everyone.
IDEATION
In the beginning of this project, the stakeholders were not sure of what name they should choose so they had 3 names in mind: Ally, Blue Orbit and Hive. Therefore, I developed concepts for each brand names while conducting a visual research. You can see the ideation sketches below.
After many meetings, they have decided Hive as the company’s new name so I took the ideation process to Adobe Illustrator to create vector logos to present them. The CEO of the company wanted to have a visual related to bees or hive as bees are crucial to human life.
The senior designers and the stakeholders loved my approach to design a logo reflecting their values as it is shown in the visual above. (Ally logo concept sketches, the middle concept has notes and star which illustrates letter A being transformed to a human shape an multiplied to communicate the ideas of community, solidarity, alliance.) They wanted me to keep this approach for the name they have decided while including a visual element related to bees as the CEO wanted.
After trying many different combinations of geometrical shapes to create meaningful logo icon that would reflect company’s values, I finally designed a logo that I am very proud of as a Junior Designer.
The icon’s inspiration is from the community value of the brand. The process followed as drawing of a literal visual of hive, bringing multiple hexagons together (community), the corners of the hives looking like people gathered (support) and finally taking the abstract shape that was created as an icon of the logo.
COLOR
The color palette communicates the brand’s look and feel that is organic, reliable, warm, vivacious. The navy blue and green are colors of reliability and knowledge that promotes professionality of the brand. Orange, yellow and melon are hopeful and energetic colors that promote the dynamic and mobile properties of the brand. Ivory can be seen as sophisticated and powerful.
The colors would be used across the website, social media platforms, branding materials, scrubs and uniforms.
TYPOGRAPHY
Poppins is Hive Healthcare brand’s typeface. Poppins presents a clean, simple design, representing purity and balance that help create Hive Healthcare’s trustworthy look and feel.
Lora typeface is a contemporary text typeface with moderate contrast which is suitable for body text.
When Poppins and Lora are combined, they create balanced, bold, elegant and sophisticated visual. Both typefaces are free and available for download via Google Fonts, and they have been added to the Google drive.
BRAND APPLICATIONS
MARKETING & PHOTOGRAPHY ART DIRECTION
Hive Healthcare used to be a healthcare company that their visuals were very sterile, cold and intimidating. In order to make the brand look approachable, modern and exclusive; we decided to change all the photography and we purchased stock pictures. Meanwhile, we also collaborated with the marketing team of the company to decide on a tone that is caring, friendly, genuine but professional. It was a moment to design ads, social media posts and posters to raise brand awareness. Below, you can see some of them.
Unfortunately, due to budgeting issues the company ended up cancelling the rebranding. However, they kept me as a freelance designer and I improved their current brand.
The reason why I showcase this project in my portfolio is because I have spent 4 months on this project and I am really proud of the result. If you’d like to check out the brand book of Hive Healthcare click here!
Thank you for checking out Hive Healthcare Branding project!