Health AG made its name as a financial services provider for dentists. Its target group is now becoming increasingly digitized; in line with this, it is now focusing on the digital control of all management systems. The problem is that dentists are interested more in teeth than in innovative management solutions. To awaken their interest despite this, Health AG has adopted an approach that is unique in the industry: It involved its target group in the development – using “Co-Evolution”. This model was also the focus of the brand relaunch by MUTABOR’s Identity Design division. The question was: What does a co-evolutionary design look like?
By directly involving its customers, Health AG is driving forward the digital transformation of an entire industry. This makes it an innovative brand. A design that reflects and conveys Co-Evolution and convinces the hesitant target group must never stand still. It must be digital and modular and, in particular, just as dialog-oriented as Health AG is itself.
Health AG first presented its new image at the International Dental Show (IDS) 2017. The center point was an interactive table as a metaphor – Co-Evolution live. Visitors gathered for discussions with Health AG as if they had come together around a kitchen table. Because this is what Health AG stands for: It listens, it shows empathy. And it puts together solutions intelligently and confidently. Every detail of the design reflects these aspects: from the icons through the logo to the use of color. And so do all the communication materials. At IDS 2017, the presentation between white system stands looked uniquely open and inviting.
Corporate identity, Corporate design, Logo design, Pictogram design, Communication, Web design
Interface design, Interactive design, Exhibit development
Concept and design planning (HOAI LP 1-3), Submission planning (HOAI LP 4), Execution planning (HOAI LP 5), Calls to tender (HOAI LP 6/7), Supervision of production, implementation support and site supervision (HOAI LP 8), Project control, Documentation
Brand strategy, Brand model, Strategic concept development