Challenge
PIVOT was simultaneously working on the design of NeuPath's proprietary patient-facing app, myBeam, involving an extensive discovery phase of learning about chronic pain, patients, care providers and the goals of the organization. Out of this, a visual look and feel for the app had been developed that the new NeuPath identity would need to be aligned with – but be distinct from – representing both NeuPath’s patient-facing clinic brands and their corporate and B2B brands.
Along with the new identity, NeuPath required a new website that would consolidate five separate sites into one, addressing distinct user groups with very different priorities – including patients, investors, B2B services, and healthcare providers. An added challenge was integrating the acquired businesses that would now be adopting the new logo, without causing confusion for their existing clientele. Recently acquired HealthPointe Medical Centres in Alberta, for example, had a strong brand presence and client base with a robust website that would now be integrated with NeuPath’s.