If there is one type of project that we love to get immersed in at Jazzbones it’s a wholesale branding makeover, so when Direct Healthcare Solutions (DHS) invited us to tender for their rebranding brief we couldn’t have been more excited. Scratch that! We were even more excited when they chose to work with us after a comprehensive tender process.
DHS provides a range of quality healthcare products including moving & handling equipment and bathing & hygiene products. They offer practical, cost-effective solutions to a wide range of customers. Even at the tender stage, it was clear to us that they are an innovative and genuinely customer-focused business.
The decision to rename and rebrand was taken in order to differentiate DHS from a larger competitor with a similar name and to make sure their brand was fit-for-purpose ahead of planned geographical expansion beyond their South West base (their UK HQ is in Swindon).
After getting to know DHS’ raison d’être, personality and USPs, the first part of our brief was to come up with a new name. Our copywriting team provided multiple options broken down into different genres and the eventual winner was eCura.
eCura is an innovative name that contrasts with the more traditional descriptive names of most other companies in the health sector. The origin of the name comes from the Latin word ‘cura’ (cure)’. Placing the ‘e’ before it makes the word unique whilst the ‘ec’ suggests eco which sits nicely with the sustainable ethics that are very much part of the company’s genes.
Along with the name, we created a new strapline, ‘Making life easier’. This homed in on what eCura does in practice, which is make life easier for their clients, staff, partners and ultimately the end users of their equipment. For example, people who need a hoist to move from a bed to a chair or bathroom.
Visually, eCura also has a contemporary new look that is a total break from the past. Their brand-new logo is made up of a vibrant eCura wordmark inside a ‘flower’ symbol. In its simplicity, natural feel and immediacy, it is designed to work perfectly in any setting, from traditional print to social media.
A new primary colour palette is also key to the overall look and feel and is made up of three key colours, Bright Cyan, Midnight Blue and Fresh Purple. Again, very distinctive. In terms of imagery, wherever possible eCura will use images of real people in real situations, as opposed to product images or staged photos.
To help eCura implement their new brand, we have supplied them with an exhaustive Brand Guidelines book, covering everything from use of the new logo to typography, colour, tone of voice and image treatment. And as soon as the new branding was approved, we began to generate brand assets like business cards, compliments slips, email signatures, social media visuals, product brochures and vehicle wrapping. Watch this space for the website!
James Puttick, Managing Director of eCura says: “We were impressed by Jazzbones’ knowledge and ability to really listen during the tender process, and then the new brand identity surpassed our expectations. Our new name and new look will be a major asset moving forward, and the fact that Nathan and his team are such a nice bunch to deal with is a bonus.”