Medical services branding and website

HeyLucy! began as an app idea with no name, identity or established language around it. The challenge was to build a brand from scratch while making this new kind of allied health marketplace immediately understandable. Clinics and locums were engaging for very different reasons, so the brand and website needed to speak to both audiences without losing relevance to either.

We translated the two different user motivations into separate journeys, beginning from the homepage. Locums were led through flexibility, pay and independence, while clinics were guided through staffing gaps, cost and administration. Messaging then had to bridge both sides without favouring one over the other, establishing a consistent voice across the entire platform.

The result is a brand that gives a potentially unfamiliar service an immediate personal face. That human quality was there from the strategy stage, where one of our audience personas — Lucy, the ideal locum worker — ultimately inspired the business name. From there, the conversational HeyLucy! identity took shape, with a warm, upbeat visual language that deliberately moved away from the clinical feel common to healthcare recruitment.

• Project Lead, Sam Lehman
• Brand Strategy & Identity Design, Jason Lehman
• Brand Messaging & Copy, Sam Lehman
• Website Design & Identity Design, Carlo Mezzini
• Training & Support, Jamie Stefanidis