2016

Brand Development

Victorian Paediatric Integrated Cancer Service

Challenges

Paediatric Integrated Cancer Service (PICS) is funded by the Victorian Government to lead a networked paediatric cancer care system for Victoria.

PICS required a redeveloped website to help better engage their key audiences of health professionals and families. As part of the design of the new site, it was decided a refreshed corporate identity was required to replace the dated brand identity.

Strategy

Grindstone’s brief was to develop an identity that could be at home alongside the health and government organisations PICS interacts with. It was important that the essence of sunshine, youthfulness and optimism in the original logo was translated into the new.

The new website needed to place a greater emphasis on the range of informational resources provided by PICS and present them in a relevant way to their key audiences with improved navigation. It was also important the new site could support the updated PICS content and digital communications strategy.

Outcomes

The new brand identity built on existing brand equity whilst developing a new look for the PICS organisation that could be translated across print and digital and reflect their position as professional and contemporary thought leaders in integrated cancer health services.

Greater flexibility was given to how the brand could be expressed through an extended colour palette and new design elements. A fresh and professional feel translated into the interface design of the website, allowing for a clean and improved user experience. Grindstone also undertook a content audit to help restructure the information architecture of the site.

The new site features fully responsive templates, introduction of a blog, event registration forms, mailing list subscription, social media integration and improved search functionality.

As an extension of the project, Grindstone developed a digital content strategy to help activate the PICS social media platforms and drive traffic back to the site.

Services
  • Brand Strategy
  • Brand Development
  • Design
  • Report Design
  • Information Architecture
  • Web Design & Development
  • SEO
  • Digital Content Strategy
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A fresh and professional feel translated into the interface design of the website, allowing for a clean and improved user experience.
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The new brand identity built on existing brand equity whilst developing a new look for the PICS organisation that could be translated across print and digital, reflecting their position as professional and contemporary thought leaders in integrated cancer health services.
Full width image
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