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.
