Benign Health
Brand Identity, Logo Design, Messaging
Visual identity design for a home healthcare company in the Caribbean that provides gainful employment and training for nursing students, while offering a broad range of home healthcare services to patients in need.
The Benign Health story began when its founder, Cherrize Andrews, recognized a dearth of truly compassionate healthcare providers, both, in the large public sector and narrow private sector. Established in 2009, in Trinidad & Tobago, Benign Quality Home Healthcare Providers Limited, commonly called Benign Health, is dedicated to providing compassionate, quality, home healthcare through competent professionals, who are committed to excellence and service.
In the words of Ms. Andrews, the heart of the word benign, is ‘kind.’ The goal, then, of this project was to reflect the kindness, integrity, humility, empathy and uniqueness of the Benign Health brand.
Working closely with the founder to discover the key pain points of the business, we sought to develop an identity that reflected the heart and soul of the brand’s personality. And one that was recognizable and distinctive from other brands in the healthcare sector.
The shapes and curves of the logomark focus on symbolizing care, warmth, sensitivity and comfort. The gentle and harmonious angles and shapes convey the humane character of the brand. Like a soft and comforting fabric that gently rests against one’s skin, the logo identity mirrors these shapes and folds.
NISHLA Design developed a bespoke identity that has given the brand distinction among its competitors, and strong recognition with its clients and patients.
The brand identity involved various applications including uniformed apparel for staff, stationery, internal and external communique, brochures, online media and print collateral.
Additionally, we developed the brand tagline:
Caring and Kind — Benign.
Benign Health boasts a robust expansion since its launch, as a result of its brand identity design and consistent brand messaging. Reaching into more homes and gaining recognition as the go-to home healthcare provider, the brand’s presence has been solidified in the region. As an added benefit, each year, nursing students are gaining opportunities to explore the private sector and realizing the importance of providing their services the Benign Health way.
By collaborating with community professionals, physicians, hospitals and healthcare organizations, Benign Health offers an array of specialized home healthcare services. These services are tenderly provided for cancer and cardiac patients, geriatric persons, individuals with Alzheimer’s Disease, stroke survivors, the physically challenged, the terminally ill and even trauma-impacted children.
The new design identity and messaging enabled Benign Health to effectively distinguish itself from other healthcare providers.
NISHLA Design helped to substantially elevate the positioning of the brand and cause it to stand out in a relatively crowded sector.
