Brand Identity and UX/UI Design
Intelerad
Problem
To stand out in the competitive medical imaging market, we needed to develop a compelling narrative that differentiates our technology from competitors and deeply resonates with decision-makers, caregivers, and patients. This involved understanding and addressing the needs and concerns of our audience while ensuring our messaging aligned with their values and priorities.
Goal
The goal was to create a brand and marketing strategy that clearly communicates the differentiating benefits of our medical imaging technology. By building a cohesive narrative across multiple platforms, we sought to strengthen brand recognition, foster trust, and drive the adoption of our technology in the market.
Solution
Our solution was to highlight how our medical imaging technology brings clarity by reducing wait times for important medical information. We focused on creating a brand that emphasized fast, accurate answers, giving our audience peace of mind. This approach shaped our brand identity and website, helping us stand out from competitors.
The Design Process
🔍 Discover
First, we examined the medical imaging category to understand market dynamics and challenges faced by decision-makers, caregivers, and patients. This insight revealed how our technology could address their need for transparency and clarity, while also highlighting opportunities for differentiation.
🎯 Define
After discovery, we knew we needed to stand out in the medical imaging market by showing how Intelerad provides faster, clearer, and more transparent answers, reducing uncertainty and helping people make informed decisions.
🎨 Design
We designed the brand using calming colors, clean layouts, and simple fonts to convey transparency and clarity. The visuals highlighted peace of mind and fast results, with a modern, approachable style that reinforced trust.
📝 Develop
We created a brand identity and website that focused on delivering clarity, transparency, and speed. User feedback helped us refine the design to ensure it effectively communicated the technology’s benefits and resonated with the audience.
01 - Discover
Looking at the competition.
To kick off the discovery phase, we began by thoroughly examining the medical imaging category. Our goal was to build a shared understanding of competitor strengths, weaknesses, and common industry tropes, allowing us to identify potential white space for differentiation.
At this stage, our focus was on learning and gathering inspiration rather than defining Intelerad's direction. We analyzed six key competitors across strategy, verbal identity, visual identity, and digital experience to better inform our next steps.
Understanding Brand Archetypes:
Innovators vs Established Leaders
The category is split between brands that position as established leaders in the “Obtain Order” quadrant and those that position as innovators in the “Leave Legacy” quadrant.
There’s a notable absence of brands that focus on connection or challenging the status quo, with no brands in the “Build Bonds” or “Chart Courses” quadrants.
Brand Positioning:
Transformation & Patient Outcomes
Competitors tend to focus brand positioning on how they’re transforming the healthcare industry, and how this ultimately creates better outcomes for individual patients.
Brand positioning is relatively homogenous in the category, however Visage has a unique positioning focused on “speed.” Sectra brings a distinctive perspective to the idea of patient outcomes by focusing on “removing barriers” and “interconnectivity.”
“Making people’s lives better by reimagining healthcare.”
“Transforming healthcare so everyone can thrive.”
“Transforming healthcare technology to drive better patient outcomes.”
“Give healthcare providers the speed to stay ahead.”
“Improving patient outcomes by removing barriers in healthcare.”
“Advancing healthcare to improve patient outcomes.”
Voice and Tone:
Clinical vs. Caring
Competitors have two modes: technical or aspirational. Copy is either exhaustive lists full of meaningless corporate jargon, or grand statements about the future of the world. They also describe—not show—impact, which feels cold and vague. This emphasis on tangible outcomes leaves readers asking “so what?”
Bold
Exhaustive
Motivating
Confident
“Advance the effectiveness of your organization and further your positive impact on the world.”
-Nuance
“More than 2,000 reasons to trust us.”
-Sectra
Heroic
Vague
“We believe there’s always a way to make life better.”
-Philips
“Unlocking value within the healthcare ecosystem.”
-Change Healthcare
“Systems, services and solutions … to support medical professionals in fields such as Healthcare IT, MRI/CT, X-ray, endoscopy, ultrasound and IVD.”
-Fujifilm
“It’s an ambitious mission that inspires us to do what we love and you to love what we do.” -Visage
Visual Identity:
Logos
The industry logos lack storytelling and creativity, often using standard uppercase sans-serif fonts. Most competitors have basic wordmarks, with only a few incorporating symbols to hint at company values.
Color palette
Blue dominates the category, used by five of six key competitors, followed by purple. These cooler colors convey trust and calmness.
Typography
Generic sans-serif fonts dominate the category, offering functionality but lacking personality.
Photography
Most competitors use generic stock photography, making them look alike.
Graphics
The industry commonly uses blue overlays with techy cloud graphics, creating a "Minority Report" effect. Many competitors even use the same stock images.
Iconography
Icons often overlap in form and style.
Illustration
The industry favors simple geometric forms and abstract designs, often resulting in either overly simplistic or confusing illustrations.
UI Depictions
The category feels uninspired, cold, and sterile with minimal patient interaction or feelings of care. The use of any piece of hardware (computer, tablet, or phone) instantly dates an image and limits its lifespan.
Category Insights:
🔁 Uniformity
The category prioritizes “technology” over “healthcare,” leading to a sea of sameness in the battle for leadership.
👤 Apathy
Corporate imagery and language lack empathy, creating a disconnect between brands, providers, and patient outcomes.
⛓️💥 Disconnect
The conflation of business and patient outcomes further widens the gap between healthcare providers and brands.
🤨 Clarity
Confusing online experiences make it hard to understand what’s being offered and to engage effectively.
02 - Define
How can we be different?
In this phase, we synthesized our insights to clearly define the core problem and opportunities for Intelerad. We focused on differentiating from the category by addressing the need for greater transparency and clarity in medical imaging. Our goal was to position our technology as a unique solution, identifying distinct ways to stand out from competitors and create a compelling value proposition that sets Intelerad apart in a crowded market.
Defining our Brand Archetype:
Utopian brands promise a better world.
We repositioned Intelerad as a Utopian brand with a compelling vision for a better future in medical imaging. By embracing a forward-thinking approach, Intelerad inspires stakeholders to contribute to this transformative vision with determination and optimism. Our goal was to convey a sense of possibility and progress, encouraging everyone to be part of a positive change in the industry.
Utopian trait words:
Optimistic
Assured
Clear
Ambitious
Inspiring
Defining our Audience:
Impact Initiators
Our primary audience has a laser focus on impact. They understand that the work they do has an effect on physicians, patients, and the broader healthcare system. They value innovation and efficiency because both have the power to further their impact.
Defining our Brand Foundation:
03 - Design
What does it look like?
We concentrated on crafting a brand identity that emphasizes transparency and clarity. We utilized calming colors, clean layouts, and simple fonts to create a visual style that conveys peace of mind and swift results. Our design approach aimed to present a modern and approachable aesthetic, reinforcing trust and effectively communicating the efficiency and reliability of our technology. This thoughtful design not only distinguishes Intelerad from competitors but also ensures that our brand resonates with stakeholders on both a practical and emotional level.
Logo System
Intelerad’s logo uses a blend of rounded corners and sharp 45° angles to balance approachability with confidence, symbolizing the connection and progress between different systems. The distinctive letter cuts create a monogram for versatile use, while the primary wordmark should be used wherever possible, with the symbol reserved for smaller applications.
Color Palette
The updated color palette for Intelerad reimagines the brand’s colors with inspiration from nature and humanity. While maintaining the core deep plum, vibrant red, and classic beige, we introduce a rich red and sage green to add depth and balance. Lavender is also included to bring a touch of lightness and freshness to the warm tones.
Typography
The brand uses two contrasting yet complementary typefaces to achieve visual harmony: Gelica for headlines and Manrope for subheads and body copy. Gelica, a rounded serif font, blends approachability with sophistication, enhancing the Intelerad experience for our customers. Manrope, a functional sans-serif typeface, complements Gelica with its modern and digital-friendly design.
Illustrations
The illustrations depict customers interacting with our products in a warm and engaging way. To create a cohesive look, we utilize our color palette, streamlined shapes, and subtle shadowing, ensuring all graphic elements work seamlessly together.
Software Depictions
The software depictions are designed to be clear and straightforward, emphasizing key features and benefits to effectively communicate with both current and potential customers. We use layered elements to add depth and interest, while solid shapes and lines ensure a balanced layout. By incorporating our brand colors, layering techniques, and subtle drop shadows, we achieve a cohesive and consistent visual style.
X-Ray Effect
Whether static, animated, or interactive with a slider, we use an x-ray effect to “reveal what’s next.” This approach contrasts with the literal x-ray visuals used by competitors and can be applied creatively to text, product images, and photography for a distinctive look.
Photography
The photography captures the essence of how people work, adopting an editorial style with vibrant color accents and dramatic lighting. We focus on authentic moments involving people and devices to emphasize the human aspect of healthcare. Although we primarily use stock images, we ensure consistency by selecting photos with similar compositions and lighting. Additionally, we enhance unity by removing backgrounds and highlighting our customers.
04 - Develop
Bringing it all together.
In the final phase, we gathered user feedback to refine the brand identity and website, ensuring they delivered on our goals of clarity, transparency, and speed. By analyzing how well the design communicated the technology’s benefits and resonated with the audience, we made necessary adjustments to enhance its effectiveness. This iterative process helped us fine-tune the user experience and ensure that our solutions truly met the needs and expectations of our target audience.
“I’m so excited about Intelerad’s future and we wouldn’t be here without the support of everyone at Superhuman.”
The results
The website relaunch delivered impressive outcomes within the first month. Intelerad saw a notable increase in the number of users and pageviews, alongside a substantial rise in demo form submissions. These results demonstrated the effectiveness of the new design in engaging visitors and driving user actions.