MediRapp | Visual Identity Development.
Bringing a sense of calm to cutting-edge cardiology.
Getting a seed stage startup ready for global market exposure.
Visual Identity Development.
Brand Language.
Website Creative Direction.
Context.
An echocardiogram is central to the diagnosis of cardiovascular disease, using sound waves to create moving pictures of how the heart is working. For cardiologists, interpreting an echocardiogram is time-intensive and carries a high cognitive burden, with high rates of misdiagnosis (16%) globally. Meanwhile, the prevalence of cardiovascular disease is outpacing the growth in cardiologists, putting increasing pressure on the profession.
One of the world’s leading cardiologists, Schlomo Aschkenasy, MD is also a passionate and accomplished software developer. He built ‘EchoRapp’ - MediRapp’s first AI-powered workflow platform - to enable cardiologists to diagnose cardiovascular disease with greater confidence, at greater speed and with less mental toll. Ultimately, enabling them to devote more time to direct, human, patient care.
MediRapp was about to embark on a world tour to showcase EchoRapp to the cardiology community. The business needed a visual identity and comms assets to position MediRapp as a serious HealthTech solution.
The MediRapp True Story.
Technology - particularly A.I. - can lack warmth, soul and humanity: the polar opposite of how we wanted MediRapp to look and feel. This is a life-changing, often life-saving technology that enables a warm, human and caring interaction between cardiologist and patient.
In cardioography, the healthy heart appears with ‘red moving up and blue moving down’. We took this as inspiration and created MediRapp’s ‘Healthy Heart Aura’ - a living, flowing, intelligent energy that would become the beautifully simple core of the brand’s identity.
The logomark and product marks feature a gentle curve - a nod to the sound waves that enable the three dimensional imaging of the heart. And, with the addition of clean, yet sophisticated fonts, we built an identity that is both calm and cutting-edge.
Product wordmark and sub-brand logomark.
A glimpse inside the MediRapp Brand Book.
Impact.
The new MediRapp brand identity is being rolled out across website, comms and product UX.