Copra corporate identity case study

Copra Systems

Rebranding digital patient management

Challenge

Both the brand and the patient management software that Copra Software GmbH develops were in dire need of design attention. I was asked to refresh the corporate identity & website to better communicate their values without alienating existing customers.

Solution

After working closely together with the stakeholders from Copra to define the brand values & personality, I developed a new brand experience transforming the brand to be a state-of-the-art, honest & professional health software company. With this done I developed a design system to bring the new brand into the software as well.

Results

I successfully relaunch the brand with both, existing customers and potential clients, unanimously describing the new design as modern, friendly, reliable & professional. The implementation of the design systems improve the usability and user experience of the software and resulted in faster development cycles and a more coherent visual language.

Target audience
Copra target audience
Target audience

Medical Staff

While looking for a good software solution or during customer workshops & on conventions especially doctors will come in contact with the company and brand.

Controlling

The controlling department will get in contact with the brand when trying to find a tool to enable them to get an overview of all that is going on in the hospital.

IT Staff

The software is developed by Copra, but the hospitals IT staff needs to take care of and configure the software, they download the documentation and deal with problems and support.

Developers

Like any other software company Copra is constantly looking for fresh talent to join their team. The brand needs to communicate their ideals and mission to potential hires.

Values
Brand values

The goal was a brand transformation into a modern software company building the future of hospital software.


Goals for the brand transformation

In the initial workshop I worked with the team at Copra on defining the three most important brand values.

Trustworthy

The software deals with very sensitive information. Any mistakes can have lethal consequences, so trust was our most important brand value.

State-of-the-art technology

The company is working on bringing innovative features to its clients. This makes work in the hospital easier and safer, so we chose this as our second brand value.

Friendly & professional

In a high pressure environment a friendly yet professional tool can help keep the stress level down.

Colors & Type
Brand Colors

Refreshing brand colors is a difficult task. The goal is to keep the core of the brand for people who know it, while improving the flaws of the old colors.


Copra brand colors

Primary Color

Red like the red cross that adorns every hospital has always been the color copra used and it was clear from the start, that this color will be kept. However the original brownish red was replace by a bright but warm and friendly red as the primary color and a darker, more subtle red as a secondary color which is used sparingly.

Accent Colors

To compliment the reds we have an aquamarine as the accent color and a very brightened version of it as a tertiary color that can be used for backgrounds. Aquamarine is used in operation rooms and wards as well as for the clothing because the color stands for hygiene and cleanliness, which is extremely important in hospitals.

Typography — Source Sans in Regular & Semi Bold
Typography

I chose Source Sans Pro because it combines a clean aesthetic with a humanistic look & feel.

It works well for print and marketing material as well as for digital interfaces. To keep a good performance on the web we decided on only using two weights. This is especially important for a target audience that often works on slow internet connection and hardware.

Logo & Style
The Logo

I did not get much information about the history of the logo. I only knew that the founder liked cobras and that red was chosen because of the association with hospitals.


Copra old logo with notes
Redesign Goal

The redesigned logo had to distinguish the new Copra from the old. We wanted to show its transformation into a modern software company. But it was important to keep the trust the company has acquired since the early 1990s.

Final Brandmark

The final design combines the idea of the cobra forming the C with a more modern letter form. However the edges are soft and rounded with no sharp corners anywhere. This is to fit into the idea of a more organic and natural snake-shape. The shadow on the C is a little detail which hint at the hood of a cobra in a closed, calm state.

Finalised copra brand mark
Style Direction

Designers have much experience imagining how a design concept looks when used in a website or flyer. But this is often hard for clients who might never think and talk about design in their daily live. To make it easier, I illustrated the eight design concepts with a little icon and stationary sketches. This approach worked very well and we got to the final style within a couple iterations.


Style directions

Designers have much experience imagining how a design concept looks when used in a website or flyer. But this is often hard for clients who might never think and talk about design in their daily live. To make it easier, I illustrated the eight design concepts with a little icon and stationary sketches. This approach worked very well and we got to the final style within a couple iterations.

Copra stationary sketches in different styles
Implementation
Website

The company website has to fulfil the typical aspects of informing about the product and its uses as well as providing some background about the company and upcoming events. Customers can see which medical devices are connected to and operated by the system are in which hospital.

With the idea of increasing the trust and showing that it is a validated software product which is used by huge hospitals.
We focused on speed by making sure it was as small as possible but also by designing and writing the content so that it is easy to scan to get the gist without reading every last paragraph.

Copra website — Homepage
Other materials

Apart from the website copra needed many more materials. This included business cards, flyers, job postings, letter heads but also elements like a small and a big convention booth.

Copra small booth for fairs
Copra business cards

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