Doctrin

Digitizes the medical process of the patient journey while keeping the human connection.

TouchPoint in the Project

-Brand Strategy
Design Sprint | Goal | Mission | Value | Brand Purpose & Promise
-Brand Communication
Content creation | Tone of voice | Structure | Clear alignment between Internal & External communication
-Brand Visual Identity

Analysing Phase

-Understanding the Brief which involves:
Their needs & requirement, interviewing the staff to get an overall picture regarding the brand and brand communication.
-Exisiting structure:
Team, platform, business model, service, painpoints & functionality
-Doctrin background visual research:
Identity , colour palette, image guide, collaterals like stationary material & website.

Brand Sprint workshop

A one-day, 3 hours Brand Sprint workshop was conducted with the company itself to understand whether the internal communication of the brand is clearly aligned within its employees of different departments.

The workshop was conducted to understand the internal perception of the brand. A set of questionnaires is created for this process to gain an insight into the alignment.

Individually, each member writes their take on the question presented. All done within a time frame. Each member then gets to reveal their opinion with the reasoning behind it. This way we get a clear picture of where they stand internally. Along with where and what are the loopholes.
After, acquiring all the information leads to creating a red thread between the brand and its users. So we can produce a better outcome.

Key Insights:

The strategy involves understanding the different stakeholders, providers and talent. What they want to achieve by combining the humanize/tech communication visually along with the tonality of what the brand stands for, creating a clear understanding internally and externally.

A brand needs to have a clear red thread of what it is and whether is it clearly aligned internally. Therefore, producing a better external approach to its end-users.

Brand Positioning
-This gives a clear demographic picture and understanding of what the existing competitors are portraying to its audience in terms of personality as well as service.
-Side by side with Competitors in the market.
-Where it is placed now and where it needs to be.

Belief
-Connecting People
-Accessibility
-Innovation
-Improve healthcare for 1 billion people

Mission
Visionary | Proud | Changing the world

Inspirations

Style Guide Inspirations

Glimpse behind the scene

Sketch Phase derived from the key Insights of the findings to represent what Doctrin stands for in a visual form.
-Human Connection
-Support
-Health
-Technology
-Service

Visual Identity

Old | Now | Rebranded New Identity

Connection | Meeting Point | Blue Heart: Digital/ Tech and Red Heart: Empathy & Healthcare.

Animated Logo

The dot in the centre represents a Connection. The blue heart stands for Technology and the reddish-pink stands for Human Healthcare/ Empathy all meeting at one point. Where in the middle Doctrin creating a warmth wholeness, bridging the gap between the Tech and Healthcare.

Identity Guideline

Visual Experience:

-Website Mockup
-Stationary Materials
Visiting Cards + Letterhead + Annual report brochure + Identity Card

Stationary Materials
Three set examples were presented.
Set 1: A simple, clean and straightforward style
Set 2: A little creative, fun and modern touch
Set 3: A balance between bold, strong and fun

Set 1