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Patchwork

Creating the thread connecting 40,000 clinicians

Speaker presenting on stage in front of a large screen showing the Patchwork logo and the words ‘Flexible staff pools.’

Challenge

Patchwork is a healthcare staffing platform built by clinicians, for clinicians. By 2022, they were working with 40,000 healthcare professionals across 56 UK organisations. But their brand still looked like a startup, not the established, sophisticated platform they'd become. They needed an identity that could match the scale and quality of what they'd built.

Outcome

We developed a brand system that brings their name to life. We developed a brand system that brings their name to life: if Patchwork connects individual healthcare workers (the patches) to the shifts and organisations that need them, then the thread that does the connecting became our organising idea.

That thread became the organising idea for the whole identity. It starts with the looped "P" in the refreshed logo and runs through every touchpoint: the website, the app interface, pitch decks, marketing materials, internal communications. Wherever you see Patchwork, you see that connecting thread.

Sector

Biotech & Life Sciences

SERVICES

Brand Strategy & Identity
Mocked up graphic of the work carried out on the Patchwork project
Speaker presenting on stage in front of a large screen showing the Patchwork logo and the words ‘Flexible staff pools.’
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project
Mocked up graphic of the work carried out on the Patchwork project

Testimonial

When we decided to work with Naked Ideas, Patchwork Health was scaling rapidly, so we needed our brand to mature with us. We were a small marketing team at the time, and we knew we needed an outside perspective to build an identity that wouldn’t just look good for six months, but would stand the test of time.

Naked Ideas really did the heavy lifting. The team immersed themselves in our business and industry, which isn't easy given how complex the healthtech space is! They spent lots of time with our founders, C-suite, and marketing team to make sure they truly understood our vision and values before working closely with us to perfect our new tone of voice and design guidance.

Since the launch, the feedback has been amazing. We regularly hear from clients and industry connections about how friendly and high-quality the brand feels. It clearly resonates and hits the right note with our audience. A highlight for us was being publicly named as the best branded stand at the biggest healthcare conference we attend annually, which was the ultimate validation of our new look.

Years later, we’re still using the guidelines and tone of voice Naked Ideas built with us. We’re so pleased with the results and couldn't recommend them enough!

Livi Jewell, Senior Marketing Manager