MediChain.
Branding a new medical blockchain startup to communicate stability, security, and privacy.
How our branding, visual identity, and user-centered design approach helped this startup launch.
MediChain’s primary goal was to return the patient back to the heart of healthcare. Working as an encrypted blockchain distributed ledger for patient’s medical data, the platform allows patients to store their own data in one place, and give access to doctors and specialists anywhere regardless of the payer.
The Challenge
Moving at an extremely fast pace to build a brand framework, a visual identity, several websites, and app prototypes from the ground up, the biggest challenge we faced was to accomplish this in short-order while at the same time working strategically. 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.
Representing Organized Complexity
Because 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
MVP Prototype concepts illustrating interface design, functionality, user interactions, and animations.
The results of our branding and user-centered design and strategy had on their startup launch.
For the branding, logo design, and visual identity that we created included assets like a robust brand guide describing tone and voice, communication tools like talking points. We went through a number of logo design concepts before settling on the impossible shape for the visual direction. We also created a refined color palette, along with imagery such as photography, iconography, and pattern designs created using the logo symbol.
For the business collateral, we designed business cards, a website, and conducted app user experience designs, and app prototyping for both phone and watches demonstrating functionality and the user journey through the system.
The end result from all of our work helped the startup to have a wildly successful £40,000,000 Initial Coin Offering (ICO) in three months from March — June 2018. Certainly, the platform and the expertise they surrounded themselves with was the primary driver for the successful launch
