Following their acquisition by DNV, we worked closely with the MBI Health team to help them refresh their positioning and identity, as well as creating a no-nonsense personality for a brand that strives to take responsibility for one of the NHS biggest challenges – optimising patient pathways for +50M patients in the UK.

Our new direction – Right time. Right place. Right Treatment. – allowed us to better segment their messaging based on the three key stakeholder groups that form their key audience; the Trusts which manage the hospitals, the clinicians who need patient data to be as accurate as possible, and the patients who wish to be taken care of as early as possible.

The brand we created for MBI is based on a dynamic gradient that dramatises the straight-talking behaviour of the company. The gradient, which is ever-present, goes from a lively orange-pink hue when talking about the company’s service and mission, and shifts to a purple-blue hue when talking about Luna or Rova, the AI tech that powers the entirety of MBI Health’s systems.

Our typographic system combines a butterfly serif and a grotesk font in a unique way, associated with UI elements that help make the messaging both print and digitally-native.

Finally, the semi-abstract illustration style we developed aimed to dramatise pathways through the use of a seamless line defining various recognisable elements from the healthcare world, peppered by areas of blur that emphasise the challenges of transparency and unknown often found in ever-changing data sets.

The combination of all these elements was perceived as a singular and effective answer to turning MBI Health into Healtcare’s Data-Health Specialists, as well as setting the company up as a unique contender in their own field of expertise and future-proofing their communication needs.