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A whole new look and feel

KISS created a whole new brand language for a leading health innovation organisation and updated its website.

The client

HEE was established almost a decade ago as a regionally funded Innovation Hub for the East of England.

HEE has a focus on improving healthcare and aims to achieve this through assisting with the development and commercialisation of medical technology products and services, which can help to meet the needs of the NHS. Until relatively recently, HEE had received regional government funding, but it is now a self-sustaining not-for-profit organisation.

This has given HEE the opportunity to broaden its focus away from the East of England to national, potentially international, audiences.

The challenge

​To articulate HEE’s proposition across a number of market sectors

To develop a new brand language to relaunch the brand nationally

To develop a new website accurately reflecting the brand’s new status

In order to position itself within a more commercial context, HEE approached KISS to create a new brand identity and to update the HEE website to accurately reflect its brand and to bring its online presence up-to-speed with its shift in focus.

The KISS solution

KISS facilitated a workshop with key stakeholders to help HEE articulate the essence of its brand moving forwards. This needed to be broad enough to encapsulate the two very distinct strands of its business: the commercial medtech industry and innovation from within the NHS.

In addition, it needed to be distinct enough to allow it to stand out in the cluttered healthcare/health innovation marketplace.

The workshop allowed the team to develop clarity around the organisation’s brand proposition, target audiences and tone of voice.

This brand learning provided the creative brief for a brand identity redesign. KISS developed a new brand language for HEE, which contemporised the organisation and reflected its proposition and tone of voice.

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Once the language had been signed off, KISS began with the design and development of the new website.

The previous HEE site based its content around case studies, as the organisation had previously found it hard to define its services in a clear, tangible manner. With the need to better align its services in a commercial context, addressing this was vital and led to a fundamental shift in website structure from old to new. The result was to lead users in via various services and sub services through an interactive device on the homepage before funnelling them through to real life examples.

As with all KISS websites, it performs well for all users on any device and the client has full control over the content, adhering to the new brand no matter what content edits are made by the client.