Human Kind
Background

Primary Health Care is a diversified healthcare service provider providing affordable and accessible healthcare to millions across Australia.
Since starting in the 1980s, they’ve grown to offer everything from diagnostic imaging and pathology to IVF and skin services, across 2,500 sites and 12,000 people.
Patients expecting more from healthcare providers brought about by shifts in new technology.
Increasing competition from private healthcare with people assuming paying more equates to a better service.
Medical professionals were not happy working there as a result of the previous CEO and was hard to recruit.
A new CEO, a former doctor was brought in to change the business around.
Opportunity
Primary Health Care made a commitment to a future of healthcare that’s more collaborative, empathetic and connected.

Therefore, needed a new brand that was a clear symbol of change in the business.

Needed to bring trust and credibility to the positive transformations happening in the business.

New brand needed to represent the quality of treatment and quality of service and great patient experience.

New brand needed to connect the wide range of medical disciplines that were all disjointed.
The solution
Created a new name for the company and all its services that would be a catalyst for spreading this new perspective of healthcare.
Created a new visual and verbal identity system to unite all the services.
These new systems also help push the commitment of being more collaborative, empathetic and connected.
The new name we gave the company was Healius. Communicates togetherness and empathy.
Approachable, warm and distinctive. Less corporate than ‘Primary Healthcare’.
Before starting design, designers worked with strategist to map out the brand portfolio.
We found a way to create a connected experience with the company and all its services.
We decided to go for a visually connected brand architecture. You can see brandmarks are all visually aligned.
But, because each service has different personality, they all have unique names.
Each brand mark has a word mark typeset in a highly legible typeface which was chosen for its warmth, paired with a unique symbol.
Unique symbol used as shorthand when necessary for each service.
Each is an abstract letter of the service name and reflects the service.
New leadership, new strategy

Every day, we come together united by a common thread, to enhance the lives of others.
It’s a personal connection.
The general practitioner listening to every beat and keeping a finger on the pulse. The radiologist capturing every image. The pathologist examining every sample and the people who keep it all running.
Patients are putting their lives in your hands, so that you can keep them healthy and well through all that life brings, at every stage, with every day.  Tears of joy, tears of relief, tears of anger.
Because you’re always there for them, we’re always there for you.
Because we’re a part of something bigger than all of us.
We’re Human Kind.
Starting with the company itself. The main target audience are the staff members and medical professionals.
It is the masterbrand which affects all of the services beneath it.
H symbol represents collaboration.
Graphic language was based off the H symbol for collaboration but by using this H and connecting it together into a pattern represents connection of all the services that the company offers, working together as one organisation.
Verbal language: Short and terse statements. Instigates action. Energetic. Confidence. Definitive and not abstract.

Photography: Feeling warm and caring. Genuine and real. Open and honest

Business cards: Showing the flexibility of the system. Bold and impactful make staff proud to work there.

Employee engagement: Finding ways to be better to employees.
Such as creating onboarding material to remind staff on the positive work they are doing.
Healius Medical Centres are the consumer facing part of the brand.
It's similar to the corporate brand, but with a different audience in mind.
Previously known as Primary Medical Centres.
H pattern also used for Medical Centres – but with a blue colour palette.
The blue palette was chose for several reasons
– to keep costs down as most were already blue 
– represents cleanliness and hygiene
– fairly neutral to allow the other colours from sub-brands to shine

H patterns used as both decorative device to make the medical centres feel warmer and more inviting.

But also for practical reasons, such as for wayfinding to the different services

Verbal language, same format as Healius corporate, but this time focusing on the patients and not staff.


The next part of the project was to define and rename the Healthcare Imaging Services brand to Lumus Imaging.
Imaging is about focusing on the small details in the lab, looking at X-rays and scans to find out what’s wrong with people. The L symbol represents focusing in on the detail.
Creative Rationale
At Lumus we focus on the details, but we don’t get lost in the detail. We have the empathy and expertise to look at the whole person, enabling better diagnostics, treatments and outcomes. 
And whilst everyday we are called on to look at the finest line in a bone, the tiniest dot on an MRI, or an unassuming smudge on a scan we know that these small details are just as important as the bigger picture – the patient and the impact these results may have on their future.
Our design system is brought to life through our illuminating device,
which reinforces our focus from the smallest pixel detail to the bigger picture
Verbal language:  Links to bigger picture too.
First section is the detail – what they do: Pocket-sized ultrasounds.
Second section – positivity: to make the right decisions
Last section – the bigger picture: that get people on the mend.
Photography: Reminding us about the bigger picture, the result. Feeling warm and caring
The next part of the project was to create a new identity for a new skin cancer and health brand, which had been given the name "Skin Squared". These new clinics were to highlight and use the existing expertise of the skin specialists already housed within the former Primary Medical Centres.

Creative Rationale
In Australia we are blessed with an abundance of great weather – big blue skies and long sunny days.
But this does come with a downside – the sun is detrimental to our skin.
By equipping our clinics with highly trained, personable doctors and specialists, we give you the tools and the care needed to make the most of the great outdoors, whilst enjoying good health, everyday.
At Skin2 we focus in on the details with care and precision.
The next part of the project was to define and rename the Primary IVF brand.
Adora Fertility is Australia's fastest growing provider of IVF, leading the way in making fertility treatment available for all those who need it. It provides a cheap, but high quality alternative to the traditionally expensive IVF and fertility centres.
Creative Rationale
A baby can be lifelong dream. But for some it’s a dream that feels out of reach. Adora Fertility shines the light on your hopes and helps bring them closer. 
By being focused, straight to the point and efficient we have levelled the playing field and opened the door to couples facing fertility challenges. We are the family that helps you start yours.
The rays of light represent:
Shining light on your hopes
– shown through two rays of hope that come together to form a partnership
Focused and efficient
– the rays of light highlight a circle that focusses in on the things that matter most.
A family led by empathy
– the circle can also be seen as a lifesaver, offered to those who need a little extra help.
The next part of the project was to define and rename the Primary Dental brand.
Forus Dental was the name chosen. It speaks to a new frontier in dental practice that’s more relevant to the way life is lived today. It’s for people who are busy but health conscious, who want to feel in control but be in capable hands too. Dental services for everyday people like you and me, for us.
Creative Rationale
Our visual system is inspired by what’s most important to us - our customers, healthy living, teeth and our name. We graphically represent this using the iconic shape of teeth. A fresh take on a familiar shape. It’s clean, simple and welcoming to all - just the way dental should be. 
The graphic device is used as a storytelling and communication tool - guiding, protecting, connecting and welcoming our customers. Combined with a fresh photography style, one which goes beyond the cliches and expected clinical feel. Creating a truly unique, integrated and contemporary look for Forus.
Results
Helped reinvigorate the organisation.
Put patient experience at front and centre and future-proofing
it for years to come..
Become a clear signal of transformation of the company
and industry as a whole.

Credits

Client
Healius Ltd [previously Primary Healthcare Ltd]
Agency
FutureBrand
Creative Direction
Nerida Murphy

Lead Brand Design / Lead Motion Design
Andy Lawrence-Levy
Design
Yuna Moon / Josh McGregor / Elly Litton
Type foundry
Harvatt.house

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