Fearlessly simple
The Founder and CEO of ReadyGo Ben wasn’t new to start-ups or making them a success, having already built and successfully exited a now well-known and highly respected medical diagnostic brand.
Our first contact with ReadyGo was not with the Founders but with an advisor to the fledgling business. The conversation wasn’t about a product, customers, or market fit as it often is. Instead, it was about purpose and opportunity. The advisor wished to demonstrate the size of the opportunity available to create a mould-breaking brand in the medical diagnostics space.
We were able to provide a verbal and visual articulation of a potential ‘Why’. This piece of instinctive visual thinking prompted a call from the Founder. He wasn’t ready to go yet but recognised the brand potential and appreciated we had the expertise to help realise it.
Fast forward fourteen months, we began with an interim identity, website and short film to bring the company out of stealth mode and introduce its first innovative medical diagnostic product.
We followed this with a more in-depth project, defining the right strategy, brand architecture, positioning, and experience principles. We also returned to the ‘Why’. What was it, above and beyond paying the bills, that drove the company? We landed on ‘Fearlessly simple’. This core thought and guiding principle sits at the heart of everything. It sums up their attitude to design, their commitment to working for the many, not the few, their commitment to sustainability and their wish to attract staff, partners and customers who are similarly minded.
‘Fearlessly simple’ gave us the starting point for the brief to design the visual identity. There was to be nothing extraneous, no frills or clever tricks. The copywriting had to have a similar feel, no wasted words, no unbacked claims and certainly no BS.
The result is an identity that is as efficient and simple as the products themselves and is a perfect fit for a company determined to radically change the world of medical diagnostics.
Project deliverables
Brand & Design Strategy, Identity design, Website design & build, Brand & Identity Application Guidelines, Explainer film, Exhibition design.