Health tech brand strategy & identity

Knightingale is a care provider supporting marginalised older adults through deeply personal, relationship-led care. As the organisation entered a new phase of growth, it chose to take a fresh, considered approach to its brand, creating a clear foundation that could support both scale and long-term impact.

Kids Creative Agency partnered with Knightingale to design a complete brand system from the ground up, built specifically to support a heavily AI-enabled business while remaining calm, human and trust-led at every touchpoint.

ROLE Lead Brand Strategist & Designer
‍ COMPANY Knightingale
‍ HONOURABLE MENTIONS Joppe Mǔller (Designer)

Challenge

The challenge was to design a brand for a health tech organisation operating with rapidly evolving AI tools. Knightingale needed a brand system flexible enough to work with changing AI tools, agents and digital platforms, while maintaining clarity, dignity and warmth.

The brand had three major stakeholders to speak confidently to; participants, carers and partners without sounding clinical, bureaucratic or overly soft, and needed to function consistently across human-led and AI-generated communications.

Work

Brand strategy

Tone of voice and messaging (Ai ready)

Visual identity design

Typography and colour system

Illustration and iconography system

Brand guidelines (AI use)

Merchandise and brand applications

Approach

We began the project with a series of focused discovery and strategy workshops with the Knightingale team. These sessions explored how care shows up day to day, the needs of participants, carers and partners, and the operational realities of running a business supported by AI tools and agents.

Insights from the workshops informed a clear brand strategy built to work across two critical contexts: internal AI-enabled systems that require structure, clarity and consistency, and external communications that need to feel deeply human, calm and trustworthy. From this foundation, we developed a unified tone of voice and visual system designed to guide both people and AI, ensuring the brand could scale without losing warmth, dignity or connection.

Results

The project delivered a calm, confident and human-first brand system that supports Knightingale’s growth and AI-enabled operations. The new identity provides business clarity, alignment for all stakeholders, consistency across platforms and a strong foundation for ongoing output and content.

This work positioned Knightingale as a care organisation that balances innovation with dignity, demonstrating how thoughtful strategy and design can support both emerging technology and deeply human services.

PROJECTS