AMPLICARE — Brand Strategy · Brand Architecture · Product Naming · Brand Identity

Open healthcare

Based in edgy New York, Amplicare is the leading decision-automation platform that identifies relevant opportunities for pharmacies to improve patient care. We helped the startup rebrand and make a smooth transition from a very specific app to a broad platform with big ambitions.

Founded by a pharmacist and a programmer, at the intersection of healthcare and technology, the startup emerged as the plan comparison tool named iMedicare. It kept growing the customer base and evolving the product, until it outgrew the former name and Amplicare came into picture.

We designed the new symbol as a statement for openness in healthcare. It represents the letter A by uniting two transparent layers with friendly corners. The wordmark is efficient and strong to signal more maturity in the business. IBM Plex is the primary typeface because it evoques the relationship between humans and machines.

We created clear and easy product names that work well next to Amplicare, while giving a hint to the pharmacist about the usefulness and effect of each product. In order to grow the new brand and put it on the healthcare map, we made the products look like they’re part of the same family.

Before and after. A subtle connection to the old identity

The family of products

Alternative product icons

Future of healthcare?

The new identity is built on the idea of ‘open healthcare’, in hope of a system that is transparent, progressive and accessible, open to all. We see it as a forward-thinking, optimist and noble idea, fit for the internet age and just right for a young and fiery team aiming to break down the barriers in healthcare.