Strategic rebrand for healthtech business

Creating a clear picture for the NHS.

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Brand Project Overview

A market-leading developer of EDMS software for the NHS was looking to reposition and consolidate its expertise against bigger global competitors.

We made the picture clear with a strategic rebrand for healthtech business IMMJ systems, by repositioning them as Mizaic.

Key Business Challenges

Famous for their software product but their real differentiator, the implementation process, was less clear.

How might we highlight their ability to bring transformation within the NHS?

A business competing against much bigger competition.

How might define what makes them different?

A business working within a complex and time-starved NHS.

How might we bring clarity to a complex process?

Brand Process

Insight workshops to understand the business and its values

- Engagement with 40 team members
- 20 customer interviews
- Competitor review
- Service journey mapping
- Definition of purpose, principles and personality
- Reframed proposition

Brand Strategy

For the Record.

Brand purpose.
Mizaic exist to revolutionise the clinician : patient experience at the point of care.

Brand proposition.
The picture is clear with Mizaic.

Brand voice.
Clear. Purposeful. Passionate.

Mizaic design EDMS software that connects disjointed and unstructured patient data into a rich mosaic of information; creating clarity out of complexity so clinicians can provide an improved patient experience.

Brand Identity

A new name and brand identity, changing from IMMJ Systems to Mizaic - a reflection of their ability to make sense of the complex information across the NHS.

- Design of a new website
- Creation of sales credentials presentations
- Visualisation of Mizaic’s implementation process. A key differentiator for the business
- Positioning film - explaining what makes Mizaic different
- A dynamic and moving identity

“Evolving a company’s brand identity is not a project for the faint hearted. Changing the name is an even bigger challenge — not least because it could feel like starting again on Google. Yet while we knew we would be asked questions, we had the answers to them all — and more. We were left in no doubt that Mizaic — the name, our new visual identity, and what we stand for — is our future. We’ll develop our brand to drive client retention, new business development, market awareness, and the acquisition of more great talent.

Many of the team, who had been with the company since the start, were reduced to tears when they saw everything for the first time, knowing that, finally, we’d found a way to convey what makes us special — how much we truly care about the NHS and its future. The Engine Room just got it. Now we’re ready to grow.”

Jon Pickering, CEO, Mizaic