Space Healthcare
Context
Space Healthcare approached with a need
to evolve their brand identity, while exploring new directions that could better reflect their positioning as a modern, human-centred healthcare provider.
The brief required three distinct routes:
-
Evolution — refine and modernise the existing identity
-
Challenge — rethink the brand with
a bold, simplified direction -
Wildcard — explore a more conceptual, expressive idea
The core challenge was balancing heritage with progression.
-
Existing identity lacked clarity and modern relevance
-
Needed to retain recognisable elements while improving usability
-
Brand had to feel both clinical and human
-
Required flexibility across digital and physical touchpoints
Each route needed to clearly demonstrate
a different level of risk and transformation.
Structuring the project into three strategic directions, each addressing the brief from
a different angle.
-
Heritage & evolve — maintain familiarity while improving clarity and recognition
-
Simplify & modernise (Challenge) — strip back to a cleaner, more functional system
-
Express & differentiate (Wildcard) — introduce a more conceptual,
distinctive identity
This allowed for a clear comparison between safe progression and bold transformation.
Challenge
Approach
Context
Space Healthcare approached with a need to evolve their brand identity, while exploring new directions that could better reflect their positioning as a modern, human-centred healthcare provider.
The brief required three distinct routes:
-
Evolution — refine and modernise the existing identity
-
Challenge — rethink the brand with a bold, simplified direction
-
Wildcard — explore a more conceptual, expressive idea
Approach
Structuring the project into three strategic directions, each addressing the brief from a different angle:
-
Heritage & evolve — maintain familiarity while improving clarity
and recognition -
Simplify & modernise (Challenge) — strip back to a cleaner,
more functional system -
Express & differentiate (Wildcard) — introduce a more conceptual, distinctive identity
This allowed for a clear comparison between safe progression
and bold transformation.
Challenge
The core challenge was balancing heritage with progression.
-
Existing identity lacked clarity and modern relevance
-
Needed to retain recognisable elements while improving usability
-
Brand had to feel both clinical and human
-
Required flexibility across digital and physical touchpoints
Each route needed to clearly demonstrate a different level of risk
and transformation.
