Brand evolution for Cambridge health tech spin-out
40% of all GP appointments relate to mental health.
20% of patients consult their GP for what is primarily a social problem.
For GPs and their patients with mental health issues, the pathway to getting a comprehensive psychiatric assessment is lengthy and inefficient. The primary care system simply doesn't have the resources to respond effectively to the increasing demand for mental health care. Health-tech start-up Psyomics however have developed a smart solution – Censeo, a digital platform that makes psychiatric assessment radically more accessible to primary care providers.
Censeo has been developed by a team of practising psychiatrists at the Cambridge Centre for Neuropsychiatric Research and is the product of 20 years of applied psychiatric and psychological expertise.
By delivering this service digitally, the system helps GPs triage mental health patients more effectively, making sure they identify the patients who need most support. Thorough assessment early on leads to more accurate diagnoses, allows clinicians to plan the most appropriate treatment and promises a better outcome for patients.
In preparation for trials across a sample of GP practices, ThreeTenSeven (formerly Thompson) was briefed to review the branding for Censeo (as well as the branding for the parent company Psyomics).
Our strategy was to focus principally on the Censeo brand as the most visible representation of the service among healthcare practitioners and commissioners. The central logo was re-drawn to introduce a level of precision to the mark, helping Censeo to sit confidently in the landscape of high-quality, authoritative technology brands.
The colour palette was also rationalised and some darker tones introduced to underline the seriousness of the product and its technological character. Supporting graphics helped to emphasise the way the system actually works – guiding multiple patients seamlessly through the process of assessment, ultimately bringing them to a better place.
As part of the review, ThreeTenSeven also defined key messaging to help Psyomics communicate the benefits of the platform directly to their key audiences, GPs and regional CCGs (Clinical Commissioning Groups).