New Work: Identity Redesign for Teladoc
August 2011 / Day No.22
We’ve been working with Teladoc for over a year now helping them with their brand redesign and implementation. Finally, we get the chance to show some of the work.
Teladoc is a telehealth company who provides 24/7 access to doctors via phone or video chat. So, how does it work? Imagine this… Your child has pink eye and your primary physician says they can’t get you in until next week. Instead of doing nothing for a week or something over the top like visiting the ER, you call Teladoc. Within 30 minutes you get a call back from a board-certified doctor who gives you and your child a consultation right from your laptop. You pick up your child’s medication at your local pharmacy. Time and money saved, child healthy.
Teladoc is the oldest in this relatively new industry, but the problem was their brand was showing signs of age. Advances in technology, such as video chat were becoming more popular and their name and logo was based specifically around the idea of the telephone. Additionally, being that this service can be perceived as impersonal, we needed to better humanize their voice.
Rather than a name change which would risk decreasing the amount of awareness and credibility they had built, we proposed changing the name’s meaning. The original name and logo was service-driven and functionally based. Our idea was to redefine it by creating an empowering, emotionally-driven statement based on the phonetics of the name—”Tell-A-Doc.” The revised Teladoc logo design incorporates a modular tagline which is revealed by expansion and contraction of the Teladoc arrows found in the mark which represent the patient and the physician.
The design strategy was to keep it simple, human, refreshing and friendly. An extensive icon set was also developed as part of the visual vocabulary to help further simplify their communication.
We also had a lot of fun creating this personalized, three dimensional acquisition piece speaking to human resource professionals speaking to the fight against the rising cost of healthcare.
Work created with Zaum Interactive.