Healthcare is undergoing a seismic shift, and the global health system is under immense strain. And while practitioners go above and beyond to deliver quality care for patients; inequitable access to data, outdated processes and disconnected systems hinder even the most heroic human efforts.
Introducing Magentus — A global tech company with deep expertise across clinical systems, on a mission to improve the health of humanity by better-connecting clinicians through data-powered technology.
Previously operating as a mix of companies, there was a need to develop a new brand to unify and restructure from the top down, ensuring internal alignment across the different teams and consistent integration at every brand touchpoint.
SomeOne were engaged to create a brand strategy, name and identity system that could leverage the equity of the existing brands, consolidate all product offerings into a single, yet flexible visual system allowing for future growth and increase global reach.
With the platform of ‘empowering intelligent healthcare’ we developed a rich, moving BrandWorld that combines tactile CGI representations of their product attributes (technology) and warm human imagery in photography and illustration (healthcare) — all washed in rich Magenta tones designed to enhance brand recall with the new name.
Magentus is a portmanteau of ‘magenta’ (a distinctive colour closely associated with medical imaging), ‘genomics’ and ‘us’.
Each of these components plays a part in the formation of the quick-to-recognise symbol in the logo. Togetherness is reflected by integrated arcs that form a stylised take on a section of DNA, as well as a star — symbolising a guiding light set to lead the way in modern healthcare.
Magenta tones feature throughout the identity, not only to reflect the name but to differentiate in a heavily ‘medical-scrubs-blue’ market.
This ‘light’ shines through every aspect of the BrandWorld, from photography grading to the overlap in iconography and tonal approach to bespoke illustrations — employed to dial up the humanity in the identity. Striking a balance between healthcare and technology.
- Agency/Creative: SomeOne
- Article Title: Magentus: Empowering Intelligent Healthcare — A New Brand Developed and Launched by Someone
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Australia
- Agency/Creative City: SomeOne
- Market Region: Global
- Project Deliverables: 3D Design, Brand Creation, Brand Design, Brand Identity, Brand Naming, Brand Strategy, Brand World, Branding, Design, Graphic Design
- Industry: Health Care
- Keywords: Magentus, Health-tech, technology, healthcare, medical, practice, patient, humanity
Creative Director: Tom Dabner
Senior Designer: Michelle Jin
Senior Designer: Julien Bertouille
Client Services Director: Rebecca Bosustow
3D Designer: Alex Johnson
Strategy Director: Melissa Warren