RelayOne was founded to transform how surgical teams collaborate by creating a real-time mobile platform improving staffing, efficiency and satisfaction. Their hospital clients were now able to bridging the gaps and consolidate communication channels between surgical teams and vendors, recouping 200+ hours daily and reducing their staff’s manual work by 90%.
However, after a second round of successful $1 million in funding, their existing marketing materials reflected their bootstrap roots. RelayOne turned to RPcd for a redesign of their existing branding and lead generation website. With a short two month window before a pitch deadline, RPcd dovetailed the rebranding and website deliverables to streamline the project approach and hit their target date.
Competitive analysis during the brand workshop found RelayOne’s current branding was easily lost in a crowded medical startup landscape, many using the same visual tropes. A more dynamic and technical approach would help elevate RelayOne’s brand awareness. The visual metaphor of order from chaos was conveyed through visual color bars, each representing one of the varying communication channels folded into their software. The bars slowly align and begin to merge with the customized letterforms of the ‘RelayOne’ wordmark, reinforcing the software’s streamlined approach and creating a modern fluid typeface with an organic human aesthetic.
Once the logo had been defined, an ecosystem of design elements were created to ensure the brand stayed consistent throughout all use cases. Secondary logo treatments, one-color options, favicon, and software icons were all established. The brand’s color system and font specifications rounded out the abbreviated guidelines and gave future design work parameters to keep all visuals and messaging uniform.
After working through wireframes and the initial rebranded elements, art objects were created using select homepage UI to refine the logo and expanded brand palette. Focusing on user experience and the ‘Request a Demo’ CTA framed the remaining homepage content and aesthetic decisions with a chief goal of validating and enhancing conversions. The site was built using WordPress to allow for internal marketing updates and feature set additions going forward.