Melbourne Health Accelerator: 2017-2018
Branding Identity, Logo Design, Web Design, Merchandising, Marketing & Strategy
A selection of work from my role as designer for the Melbourne Health Accelerator (MHx) at the Royal Melbourne Hospital (RMH), a program that provides early-stage, health related startup companies with the opportunity to access a world-class health system, and empowers clinicians and researchers to pursue an entrepreneurial mindset within a structured collaborative framework.
I was responsible for creating the brand identity and logo for the program, internal marketing and strategy, along with all digital and print collateral; ranging from producing posters, banners and merchandising, to publications, video content, photography, web design and social media content. I was also the in-house designer for the start-up cohort, who often came into the program with little to no design elements or branding.
Logo and brandmarks for the Melbourne Health Accelerator program inspired by a clean and modern aesthetic that attempts to differentiate itself from the ‘clinical’ visual style that is currently associated with design in the medical industry. The branding references the uniqueness of such a program in facilitating innovative collaboration and technological breakthroughs in the medical sector. Incorporating the geometric influences of Melbourne City, giving the program a sense of place. By having a dynamic logo with a contemporary style, the program comes across as ‘fresh’, ‘fun’ and ‘exciting’, gaining attention and inviting curiosity; translating to more interest in the program and increased attendance by stakeholders of the healthcare sector.
The lettermark is the initials of the program (MHX) highlights the defining characteristics of each letter to add some colour to the brand (colours used in the pilot campaign the previous year), resulting in a logo that is both simple, yet dynamic and unique.
The brandmark icon borrows the colour cutouts from the lettermark logo, rotating them to symbolise a human or stick figure.
From this ‘change in perspective’ came the tagline, which references the innovation that the venture will foster between people of different industries; from clinicians to tech startups, who don’t often collaborate with each other. The end result of the program is a mutual understanding and clinical validation between the startups who want to create new technology, and hospital staff who want technology that is useful and valuable to them.
