Branding a start-up medical blockchain for stability and security.
MediChain Start-Up Branding + Design
Moving at an extremely fast pace to build a brand framework, a visual identity, several websites, and create prototype concepts from the ground up in very short order. Located in the King’s Cross Station district of London England, this project continues to provide interesting communication and logistical challenges across several time zones, requiring both patience and a mindset to collaborate.
The result? The MediChain start-up had a wildly successful £40,000,000 Initial Coin Offering (ICO) in three months from March — June 2018.
Impossible ShapesBecause MediChain is entirely focused on unravelling medical record issues using blockchain technology, it quickly became apparent that the brandmark should become hyper-focused on transforming the impossibly complex into something understandable. Going through numerous designs and refinements, the resulting brandmark is a complex combination of impossibility that draws its resemblance from the mathematical symbol for infinity, all the while making a reference to creating physical links to information. Its intriguing to look at, difficult to visually decode, and continues to meet perfectly with their brand and the problem they’re solving.
Color Inspiration: Porthcurno Beach, Cornwall, U.K.The sea is seen as the source of life, while the beaches provide revitalization. This beach is officially designated as part of the Cornwall Area of Outstanding Natural Beauty (AONB) and widely considered as some of the most visually stunning in the United Kingdom.
Color Inspiration: The Enigma Machine, Bletchley Park, U.K.On display at The Blechley Park Museum is the amazingly complex machine. Initially designed to encrypt business messages for secure communications, later used during WWII, and successfully solved by cryptographers at Bletchley Park.
In terms of brand, I think it is important in the current environment to distinguish ourselves as being serious, professional, ethical and above all else, a force for good. This should be reflected in imagery with pictures of doctors, families, babies and avoiding pictures of bounty hunters, cowboys etc.
~ Dr. Mark Baker MediChain CEO + Founder, Regarding MediChains’ Brand