Shaping a modern identity system for PICC Support
Adelaide University Clinical and Health Sciences
Brief
Develop a cohesive and flexible visual identity for a global communication platform in support of the use of the Peripherally Inserted Central Catheters (PICC), ensuring consistency across all current and future mediums. The identity needed to align with existing books, illustrations, and educational materials while elevating the overall brand to feel more modern, professional, and accessible.
The platform serves clinicians, health consumers, and researchers, requiring a visual language that could communicate medical credibility while remaining approachable and human-centred. The system also needed to support a wide range of applications without becoming overly complex.
Process
The project began with research into existing PICC resources and visual materials to ensure alignment and continuity. This informed the development of a simplified, abstract logomark inspired by the form of a PICC device and its insertion process.
A heart motif was integrated to represent health, wellbeing, and patient experience, while an arrow element introduced a sense of movement, progress, and transparency. The logomark was designed to work both independently and within a flexible logotype lock-up.
A refined colour palette was built from existing resources, with the addition of a dark teal to improve contrast, accessibility, and recognition. Typography was carefully selected to balance professionalism with warmth, supporting readability across all touchpoints.
A graphic extension system—derived from the shapes within the logo—was created to enable a consistent yet adaptable visual language across the new PICC Support website, as well as other digital and print applications.
Solution
The final identity is a simple, distinctive, and scalable brand system that communicates both professionalism and empathy.
The logomark achieves a balance between abstraction and meaning, subtly referencing PICC devices while reinforcing themes of care and progress. Its flexibility allows for use across a wide range of contexts without losing impact.
The colour palette and typography enhance clarity and accessibility, while the graphic system provides a cohesive framework for future content and communications.
Overall, the branding establishes a strong, unified foundation that integrates seamlessly with existing materials while positioning the platform for long-term global growth.
If you’d like to know more about how we resolved this project, or discuss an identity system for your health sector business, please contact us.
