eCura
A new name and identity for Direct Healthcare Solutions.
Brand Strategy + Brand Identity + Graphic Design
Jazzbones helped Direct Healthcare Solutions become eCura, creating a new name, visual identity and brand system for the business. Built around “Making life easier”, the work brought its practical purpose and people-focused approach into a clearer expression.
The business needed to distinguish itself from a larger competitor with a similar name and prepare for expansion beyond its South West base. We began by understanding its character, strengths and the difference its equipment made to people’s lives.
The naming work led to eCura, drawing on the Latin root cura while creating a distinctive alternative to more descriptive sector names. The strapline gave the brand a simple promise relevant to clients, staff, partners and equipment users.
A flower-like symbol, contemporary wordmark and palette of cyan, midnight blue and purple gave the identity a fresh, recognisable presence.
Guidelines connected the visual system with tone of voice and imagery centred on real people. The identity extended across stationery, brochures, email signatures and vehicle graphics.
The work gave a growing healthcare business a consistent way to communicate its purpose wherever people encountered it.
