Pulse

Project type: brand identity, marketing, service design
Brief: Post-Growth Imaginaries: Life in a post-fossil fuel world
Date: 12/2023
Group: Scarlet Shepherd, Robyn Mackenzie, Liam Heisig
(all images my own)

This brief required my group and I to reimagine a healthcare device—an MRI scanner—in a world without fossil fuels. We designed a proactive, rather than reactive, healthcare system that focuses on community and prevention, rather than cure. My role was designing the brand identity, marketing materials and collaborating to design the structure of the healthcare system.

Revolutionising healthcare

Pulse is a response to a brief in my second year of university in which we were asked to use the Post Growth Toolkit to reimagine an object (in our case, an MRI scanner) in a post-capitalist, post-fossil fuel world. Given that MRI scanners rely heavily on fossil fuels to be produced and used, we looked at how we can prevent, rather than cure, healthcare issues (where possible) with a more holistic approach to healthcare.

Care, empower, prevent

The first stage in the structure of the Pulse healthcare network is self care—looking after your own health and making well-informed choices for your lifestyle. The second stage is community—leaning on your peers, family, friends and informal networks for health support. Next, health specialists can be consulted for more serious and specialist healthcare queries. All of these stages will then be fed back into the community, to ensure that everyone benefits from the practice of community-forward healthcare.

A breath of fresh air

When creating the brand identity, it was important that this visual language communicated difference, change and optimism. Existing healthcare brands and systems use a very similar identity—monotone palettes of blue or green, simple typography and copy that lacks warmth.

We wanted to have a more diverse and welcoming identity that communicated not only trust, but the different approach that Pulse brings to community healthcare.