Simplyhealth were launching a new allied health business from scratch, starting with two platforms enabling dentists to guide patients through their dental care treatment and finance plans. Their research found that 54% of dental patients don’t start treatments they want for a number of reasons, and the goal of the project was to design a platform to dispel patient anxieties and help dentists improve conversions.
To understand what direction to take, I ran brand definition, positioning, tone and naming workshops and shared concepts with patients and practitioners to find out what worked. As a result, Practi was born.
I designed the brand to be malleable; it can be illustrative and comforting when needed, yet functional and stripped back when not. Once the branding was in place, I developed a design system which formed the foundation for the two platforms; one for patients and one for dental practices.
