CHOOSE PROJECT
Top challenges we overcame
Wippet arrived with only early-stage digital guidelines, not a full brand. We had to build a holistic identity — look, feel, voice, palette, and principles — from very minimal foundations.
CHALLENGE ONE
Turning limited UX/UI brand assets into a complete visual identity
CHALLENGE TWO
Differentiating Wippet in a crowded and conservative healthcare market
Procurement in healthcare is dominated by safe, muted brands. The challenge was introducing boldness without losing credibility — creating something fresh while staying firmly in “trusted supplier” territory.
With blue locked in as the hero tone, we needed to develop a palette and illustration style that created contrast, maintained accessibility, and avoided visual monotony.
CHALLENGE THREE
Designing a visual system around a single dominant colour (‘Wippet blue’)
We had to sidestep the usual sterile gradients, corporate medical icons, and generic stock motifs, instead creating a human-centred style that still aligned with the sector’s expectations.
CHALLENGE FOUR
Avoiding clinical clichés usually seen in healthcare branding
CHALLENGE FIVE
Translating the new identity into a high-impact animation
The animation had to communicate value propositions clearly, move at the right pace, reflect the new brand, and convince suppliers to join — all before the platform launched.
From colour rules to illustration styles and tone, the guidelines had to be practical for internal teams, flexible for future campaigns, and stable enough to support rapid growth.
CHALLENGE SIX
Ensuring the new brand scaled smoothly for a fast-growing start-up
Brief
As an emerging start-up, Wippet had limited brand guidelines focused primarily on UX and UI.
The challenge was to create a distinctive, bold, yet approachable visual identity that would resonate with Wippet’s healthcare audience while setting the brand apart from competitors. Then use the new guidelines to create and animation.
The design needed to strike a balance between friendly and professional, ensuring Wippet’s identity felt fresh and innovative without losing the trust factor essential for healthcare suppliers and buyers.
Establishing look & feel
Our research showed that a bold, human-centred aesthetic would capture the ethos Wippet aimed for. Inspired by bright, impactful colours and minimalist design, we embraced the “Wippet blue” as a constant background colour for illustrations, enhancing brand recognisability.
This decision made Wippet’s visuals a strong differentiator, with each element designed to foster trust without the formality seen in traditional healthcare brands.
We also experimented with screencast-inspired designs, avoiding tints to give the brand a vibrant, modern feel with solid block colours.
Colour palette development
To achieve the right balance, we refined the original colour palette to create high contrast on the Wippet blue background.
By layering white with soft, textured lines, we crafted a friendly, cohesive style that allowed versatility across both digital and physical applications.
This palette captured the approachable, energetic qualities we wanted Wippet to embody and made each visual element distinct and memorable.
Animation creation
Working closely with Wippet, we co-developed a script that highlighted the platform’s value propositions.
We sketched an initial storyboard to capture key visual moments, refining it for client sign-off.
Once approved, we selected an upbeat soundtrack and a warm, approachable voiceover, building each scene in After Effects to create a smooth, inviting animation that reflected the brand’s new look and feel.
Result
The final animation, designed entirely in After Effects, exceeded Wippet’s expectations.
It received unanimous approval from both the board and the target market, successfully attracting suppliers to the platform pre-launch and establishing a vibrant, recognisable brand identity for Wippet.
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