SUVERA

Context

What a journey! Suvera is a pioneering remote clinic that partners with NHS practices to deliver care for patients with long-term conditions. The previous logo at Suvera had been a source of frustration for the team for a while. The team reached out to me to chisel away at a logo and create a brand they could stand behind, one that could take them into their next stages of growth.

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Problem

The budding startup was focusing on its mission, but needed a brand that reflected its values. When they approached me, they had a growing asset list spanning various communications with their audiences. They needed consistency across all brand assets to foster trust, a critical aspect in healthcare.

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Goal

The goal was to design a new logo and create a new brand system while still maintaining some of the graphic elements that already existed in their branding. How can we work together and keep the company values at the heart of the brand while bringing it all together under a high level concept?

My approach

1. Stakeholder Workshop
2. Market research
3. Ideation
4. Logo design
5. Brand Identity design

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1. Word play and exploration

‍The work started off with a workshop to make sure the whole team was aligned with the vision, mission and values that they wanted for the brand, after which we nailed down the brands personality. After the workshop I identified the meaning of Suvera and created a mind map of associations this lead to 3 concepts to explore further:

• Parts of a whole****  Suvera is part of a whole working with Doctors and Patients as a conduit for success
• Giving****Suvera is giving Doctors and Patients, time, care and attention
• DawnThis is a new beginning for the management of long-term condition instilling hope in Doctors and Patients.
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2. Exploring visual themes

‍I then explored how we can capture the essence of the concepts visually. I found clear patterns and themes through different imagery and found the strongest visual associations to the values and personality.
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3. Associations & Visualisations

‍With these visual associations in mind we moved forward to a Crazy 8s Brainstorm, where I worked with the head of design, Ryzard to get a stronger jumping off point for the logo. We allocated one minute for each sketch and moved on to the next one and tried to make as many as we could. The objective was to find overlapping themes that we could take to the next stage. We found that we both were using circles and overlapping shapes.

4. Logo design

‍I began with sketches and then transitioned to rapid idea generation on Figma. Design tools like Figma are second nature to me, so it was easier to create numerous logo variations. Instead of presenting the team with one final logo at the end, I went through stages of design, incorporating feedback and suggestions from the team. The strongest concepts from each iteration were grouped together, voted on, and then refined. Sometimes this process can be challenging, as it may lead to a logo that looks like it was designed by a committee. However, ultimately the team trusted me with the project, provi space for creativity, and together we arrived at a logo that everyone had contributed to building.
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5. The Big Reveal!

‍The final logo reflects Suvera’s identity and the story they want to take forward. The green and purple leaves symbolize the existing backdrop of the current healthcare system, alongside a community of patients. The blue circle emerges from the open arms of a flower shape, depicting Suvera as a catalyst for change. Together, these elements form a cohesive whole.
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6. The wider brand

‍The next phase of design was to build sophisticated color system that was accessible and could be scaled to be used as part of a dynamic branding system. This was out together on a scale from dark to light, making sure that the contrast with darker and lighter colors would make it accessible.Once the colors were identified, graphic elements were extrapolated from the brand that could be incorporated with existing illustration to create a cohesive identity.
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Conclusion

Suvera has since taken the brand and made it into what it is today, infusing the branding into its assets and a beautiful website and emanates a sense of care and community.