Thought treatment for Health Guardian brand

Thought has created the name, identity, marketing literature and website for private healthcare start-up Health Guardian, in a project worth a five-figure fee to the consultancy.

The company was set up in January by a group of medical professionals with the aim of becoming the UK’s market leader in ‘pre-primary healthcare’. This involves the supply of diagnostic self-testing products via its website, which will help people be more informed when visiting their GP, says Thought account manager Sarah Sweet-Rowley.

Thought advised on the company’s ‘brand potential and proposition’ before meeting its specific design requirements and the initial strategy work also led to a change of the company name, she adds.

‘Since it is a new company, understanding the proposition was a key challenge,’ says Sweet-Rowley.

‘It was going to be called Medical Sentinel, [but] our proposition for it was to be the guardian of people’s health and this was felt to be more appropriate, so Health Guardian became the name,’ she adds.

The identity was created by Thought designer Lisa Emms and the creative work overseen by creative director Craig Cook.

‘[The logo] has more affinity with lifestyle and well-being brands than the typical health market,’ says Cook.

Thought was appointed in February without a pitch.