StandingCT

A new identity, and a big step forward, for a new kind of healthcare provider.

Standing CT was set up in 2018 to meet a critical need for safe and swift weight-bearing CT scanning in the UK. As the only provider of this faster, safer, and more revealing technology for hip to toe issues, Standing CT approached rbl to help create a brand to mark them out as a true, innovative leader in ethical healthcare.

The initial brand had been developed at speed to allow the team to respond to the urgent demands of orthopaedic surgeons, but, as Standing CT looked to shift from reacting to demand to pro-actively driving investment in new technology, they needed a brand that better reflected their approach, their technology and their ambitions.

Insight
Standing CT came to us knowing that their identity translated on a basic level but that it didn’t reach out and inspire new audiences. Our initial consultation quickly highlighted that the issues ran deeper. Overworked, underfunded and always practical, their market is resistant to inspiration – this challenge required a smarter approach.

Through an intensive process of collaboration and co-creation we dug beneath the initial brief to discover that this project was about more than just changing the way Standing CT were seen; it was about transforming the way the sector saw new technology.

Ideas
Passionate, forward thinking and ethical, Standing CT weren’t just bringing new technology to the market they were bringing new ways of thinking. We helped them to see their identity accordingly.

This meant avoiding the industrial cliches and creating stand out, through a minimal, paired-back identity that is confident in its central idea and bold in its execution. Taking inspiration from weight-bearing scans we created a transparent identity supported by graphic elements that nods to the brand USP.

Impact
With the visual identity agreed, we created the brand guidelines in matching fashion. Developed online these replaced the traditional PDF with a solution that is more shareable and digitally focused.

The new website continues this open approach through simple and spacious design, allowing the messaging to engage new audiences and the brand to change the way technology is seen in the NHS, private hospitals and beyond.