Background

We are an Australian public health servicel who have come up with a web-based computer system called ‘prompt’ to hold all a health service’s documents – policies, guidelines, manuals, templates, forms. All the documents are loaded into PDF format, and can be

1. searched like Google and
2. seen by ALL organisations using the system.

It also has extensive controls and features for managing, editing and reporting on the documents. This makes it ideal for all agencies to share their resources, with the primary purpose of improving quality of patient care.

It works so well for us that the state health department want us to put it in all the hospitals in our state, then sell it internationally and turn it into a commercial product. So now we need something catchy and recognisable to put with our new product.

Objective

We will put this new logo on the front login page of our system and on all documentation – manuals, sales brochures, contracts etc.

Target Audience

This product will provide most benefits to health service providers eg hospitals, aged care, community health centres. These could be public or private in any country in the world where English is the primary language at work.

To date, we have not seen any similar products in Australia or worldwide – so our target audience are not aware of this possibility. They currently keep all their documents on their local intranet, in alpha order of the document title, and need to know the title to find a specific document. They cannot currently ‘search’ for a range of documents which might have relevant information, nor can they find out what anyone else (who may be specialised in the area) is doing.

What would we like them to think or do

Most importantly is for them to recognise the name and logo so it becomes the core identifier of the system. If the logo can also assist in understanding WHAT the system does, that is an added bonus.

Single Most persuasive idea to bring audience to the desired mindset

1. For recognition factor, it must be simple and usable (not complex artwork or extreme resolution) so that we can flood the market easily on all our documentation
2. For understanding WHAT the system does, the key factors are:
   1. It’s about documents
   2. It’s web based
   3. It’s about sharing information
   4. It has REALLY good governance controls

What inhibits our company disseminating the marketing message to the public?

Probably inexperience. Our core work is providing government sponsored health care and to date, we have not dealt in this level of commercialisation.

What are this projects core brand values?

This product was developed by the Director of Intensive Care Unit with the aim of improving his access to documents in emergency situations. Therefore, ultimately the primary purpose is quality of patient care.

What is the appropriate tone and/or visual look to convince audience to think the way we’d like them to?

Medical, professional, international, caring.

Why should they believe us?

This system is currently unique in the world, and available to anyone to see for themselves by contacting us.

Mandatories / creative guidelines

The only thing that has to be in it is the name – six letters “ p r o m p t ” with no limitation of preference on font, size, colour, capitals etc.