- My RolesBrand design, web design and web development
- ClientIntensive Care First Aid
- Timeline2017 / 6 weeks
Intensive Care First Aid (ICFA) is a Vancouver-based First Aid and CPR training company. The client approached me to design their brand identity and marketing website.
As a new player in a crowded market, the challenge was to design a brand that appeals to up-and-coming health care providers while showing that learning first aid can be fun and meaningful.
Defining the brand
After gathering the project requirements and doing preliminary market research, I invited the client to do a half-day workshop to define the brand. The meeting helped clarify the organization's mission, vision, audience, and personality.
Originally, the target audience were grouped into health care providers, scientific researchers and the general public. To narrow it down, I worked with the client to create two lightweight personas to guide our conversations during the exercises.
The ultimate output of the meeting was a brand guideline document, which summarized the company's goals, values, voice, and tone. This gave the business a strong foundation in knowing how to present itself to its customers.
Creating the logo
The client wanted the logo to be universal, professional, and modern. Thus, we used the term “modern professionalism” to describe a brand aesthetics different from the rigid and pensive tone of the health care industry.
After many iterations, we settled on a stethoscope wrapped around a cross. I intended the shapes to be simple and explicit to help people immediately recognize ICFA as a first aid company taught by health care providers.
Crossing out the blue
If you visit the ICFA website today, you'll see that everything is pink instead of blue. What happened?
Because of the ubiquity of Pacific Blue Cross in Vancouver, we had to ask them if we could use our logo to avoid legal issues. They said no because it looked too similar to theirs. Therefore, we explored other colour options instead of scrapping the entire mark.
We settled on a bright indigo-fuchsia gradient that implies vitality and reinforces ICFA being a bold new player in first aid that appeals to a younger target audience.
Building the website
The first version of the website was a single-page landing experience that introduced the company and its services. The business goal was to get potential customers confident enough about the service to book a session through the contact form.
A fully functional course registration system was implemented in phase 2, in which I coded a custom WordPress theme from scratch, and leveraged WooCommerce to power the payment process.
To ensure originality, I produced every visual element, including icons and photos. Because the courses haven't started yet, I organized a photoshoot of first aid equipment for use on the website to give people a better sense of what the company is about.
Intensive Care First Aid doesn't have a persistent office space, so all courses are booked by phone or through the website. Since the company's inception in 2018, the site has helped the business generate hundreds of orders every month.
Therefore, the brand and online experience I designed have greatly contributed to building customer trust and producing sales for the client.
While brand design is not my professional focus, this freelance project allowed me to use a breadth of skills in design and web development to create polished works that satisfy a business's needs.
Also, I've found that the brand definition workshop was a very rewarding part of the process. It taught me how to get a clear picture of the client's goals through a series of ideation exercises. Thus, every assets, copy, and UI decisions were aligned because of the guidelines established from the start.
- Ran a successful workshop with the client to define the brand.
- Designed the logo and brand guidelines for a new first aid training company.
- Developed a custom WordPress website with payment, which helped ICFA generate hundreds of sales every month.