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Brand transformation for leading technology-driven Pathology lab

Brand audit

Stakeholder segmentation and analysis

Stakeholder research program

Brand architecture

Design strategy

Design system

Corporate communications

Creative Direction

Pathcare is South Africa's leading technology-driven pathology practice, providing diagnostic services to healthcare professionals since 1922. I was invited to collaborate with the leadership team and C-suite to drive their strategic brand and communications transformation, participate in their stakeholder research program, develop effective methodologies, and synthesize outcomes into a new visual brand system and communications.

We delved into digital user pathway analysis, wireframes, and UX design for digital platforms, creating website wireframes and running workshops to establish a visually engaging and cohesive visual language that the company stakeholders would embrace. To capture the new brand expression with authenticity, we engaged the talented photographer Seppi Hochfellner to develop the new photographic library that covered the Pathcare lab environments as well as the retail depots spread across high streets through to rural and informal residential areas. Side projects included the concept, design, and production of corporate communications, promotions, campaigns, academic and training programs, events, and sponsorships.

Samples of Seppi's work are showcased below.

Healthcare brand strategy
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