SHP

Smart Healthcare Pal Application Rebranding

Hotel Shilla of Samsung

my role

Lead(Sole) Designer

Deliverables

UI Design
Brand Identity
Brand Guidelines
Print Applications

date

Apr - Jun 2017
2 months

overview

SHP is a healthcare mobile application that allows users to track their meals, fitness, and medical records in one app. The challenge was to renew its brand identity, which was too far from its personality. I created a new brand identity and user interface, enabling seamless integration across all print and digital communication. After the brand renewal, the number of daily active users has increased more than 50% in three months.

Situation

The brand image didn’t resonate with users.

The brand identity (SHP 1.0) was far from representing the healthcare brand image that it was aiming to portray. The users could not understand what this brand would deliver by its wordmark logo and monotone color palette. Also, considering that SHP service is mainly centered on the mobile app, I needed to design it in a shape that is suitable for an app icon.

Challenge

How can I express brand values into a new brand identity?

SHP consolidates users' food, fitness, and medical data in one place. It makes tracking them easy and simple. I wanted to find a strong visual metaphor that can reflect its brand values.

Visual Strategy

Symbol

The starting point for the renewed brand identity was a cube bounded by three faces. It was used to mirror SHP's three main platform areas: food, fitness, and medical. The SHP wordmark was then created by connecting, interacting, and expanding each face to unify three different areas in one brand.

Colors

The new vibrant color palette was created to encompass the three areas and was used extensively from print to digital materials to streamline its identity.

Results

The number of daily active users has increased 50+%.

Since the brand renewal, the number of daily active users has increased by more than 50% in three months. At the same time, the brand can now engage more active users with the improved app discoverability.