CloudMD

CloudMD

CloudMD

Take Care

Take Care

Take Care

with Kii

with Kii

with Kii

Client

CloudMD

Services

Branding

Branding

Branding

Digital Experience

Digital Experience

Digital Experience

Industries

Industry

Agency

Agency

Agency

Tech

Tech

Tech

Health & Wellness

Health & Wellness

Health & Wellness

Project Link

Visit website

Visit website

Project Link

Visit website

Take care with Kii.

CloudMD (CMD) is a well respected, publicly traded company — a name that is both recognizable and trusted. Following many acquisitions and mergers, CloudMD had grown to become a leading healthcare technology company in North America.

But with this came too many identities and no single consistent message or voice. And for all of these brands, the biggest challenge was employee apathy. CloudMD's service offering were exceptional —  but the engagement in the platform was low, and hard to sell to new customers.

CloudMD (CMD) is a well respected, publicly traded company — a name that is both recognizable and trusted. Following many acquisitions and mergers, CloudMD had grown to become a leading healthcare technology company in North America.

But with this came too many identities and no single consistent message or voice. And for all of these brands, the biggest challenge was employee apathy. CloudMD's service offering were exceptional —  but the engagement in the platform was low, and hard to sell to new customers.

The Enemy

CloudMD needed help strategically aligning all of their brands and unique services under a single service brand identity with a cohesive value proposition and name, followed by a logo, identity system, and eventually website, and app UI design.

Just as important: it had to be friendly and approachable to make accessing their ecosystem of healthcare solutions not just simple — but enjoyable. Even when people need care, they often don’t take advantage of their employee benefits, and we needed to help remove that barrier.

CloudMD needed help strategically aligning all of their brands and unique services under a single service brand identity with a cohesive value proposition and name, followed by a logo, identity system, and eventually website, and app UI design.

Just as important: it had to be friendly and approachable to make accessing their ecosystem of healthcare solutions not just simple — but enjoyable. Even when people need care, they often don’t take advantage of their employee benefits, and we needed to help remove that barrier.

Kii — A New Name and a New Look

What made the CloudMD suite of services so unique was their Nurse Navigator — a personal health concierge that helps patients navigate the variety of services in the platform as well as in the healthcare system. This person was the 'key' to unlocking a complex system to help drive patient success. And the name Kii was born.In order to create a healthcare platform that stood out from the sea of clinical looking brands, we positioned Kii as an identity inspired by communities and cities. The design needed to be bright, innovative, contemporary and happy, so that taking care of your own health could be seen as a joyful form of self-care. The identity did a double service, being used to create the product design for the digital platform itself, but also being used to market the product to potential clients.

What made the CloudMD suite of services so unique was their Nurse Navigator — a personal health concierge that helps patients navigate the variety of services in the platform as well as in the healthcare system. This person was the 'key' to unlocking a complex system to help drive patient success. And the name Kii was born.In order to create a healthcare platform that stood out from the sea of clinical looking brands, we positioned Kii as an identity inspired by communities and cities. The design needed to be bright, innovative, contemporary and happy, so that taking care of your own health could be seen as a joyful form of self-care. The identity did a double service, being used to create the product design for the digital platform itself, but also being used to market the product to potential clients.

The personal touch

For the employee audience, we focused our messaging on outcomes based on the ease of use of the platform, as well as the empowerment in the healthcare journey that Kii offers. The design language of bright bold colour, organic shapes, diverse photography and human typography was inviting and approachable.

For the employee audience, we focused our messaging on outcomes based on the ease of use of the platform, as well as the empowerment in the healthcare journey that Kii offers. The design language of bright bold colour, organic shapes, diverse photography and human typography was inviting and approachable.

For the employee audience, we focused our messaging on outcomes based on the ease of use of the platform, as well as the empowerment in the healthcare journey that Kii offers. The design language of bright bold colour, organic shapes, diverse photography and human typography was inviting and approachable.

A refreshed and unified web experience

The CloudMD website was primarily focused on investor-relations, with a goal to drive sales leads for the new Kii platform and suite of services.  We worked closely with the marketing team to rearchitect the CloudMD site structure and content to support the distinct user journeys of different key stakeholders more clearly, and with more opportunity to connect and drive sales.

Meet Kii — A New Product Experience

In order to live up to the brand promise, the same visual and verbal identity was then used to create a new product visual user interface and design library for the product team to build out the digital platform, focusing on an experience that was a joy to use.

Giving Employees The 'Key' To Healthier Lives

As a final touch, we helped craft a sales video capturing the unique value proposition and benefits of Kii for the CloudMD sales teams in the field as a tool to help explain and open up conversations about the platform.

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