HOT Group has to be one of my faves despite not (yet) seeing the light of day. This project received the whole Firepenguin treatment that includes brand strategy, pitch, and identity. The icing on the cake? Working with my former boss, now friend/mentor who’s taught me most of what I know about Branding, of which I learnt even more.
Design for the healthcare industry isn’t particularly exciting, even Vogon IMHO, and its administration shares a similar sentiment. Severely oversimplified, HOT Group wanted to take those pains away with sophisticated software and services. Positioning it as a Superior Brand seemed befitting.
Healthcare administration requires handling sensitive data over a vast network of entities that don’t always cooperate, while adhering to the constant changes in regulation. In other words; cumbersome and faulty. Take that away by technical implementation and specialized services and you get HOT Group.
After exploring core values and a narrative, the next thing was an identity that wouldn’t feel misplaced. I could’ve been lazy and gone with some representation of fire. Instead, I went for the degree symbol °, a sign for measurement and direction, appropriate for business and positioning. Plus, it’s just simple; the way I like it.
After exploring core values and a narrative, the next thing was an identity that wouldn’t feel misplaced. I could’ve been lazy and gone with some representation of fire. Instead, I went for the degree symbol °, a sign for measurement and direction, appropriate for business and positioning. Plus, it’s just simple; the way I like it.
