How to brief a designer on your healthcare brand
A useful brand brief helps a designer understand your practice, the people you serve and the impression your materials should give. You do not need to…
The Kay & Co. resource library
Brand & visual design
Create a recognisable practice identity and useful signs, leaflets, website pages and staff templates.
Find an answer
Search a question, a task or a few words.
Search results
Matching resources
A useful starting point
Start here
Define a tone of voice staff can actually use
“Friendly and professional” sounds sensible but does not help a colleague write a difficult message. Show what your tone means when giving instructions,…
Build reusable website parts around real patient tasks
A shared set of website elements can make pages consistent and easier to maintain. Start with the parts your services repeatedly need, such as contact…
The complete list
All brand & visual design resources
Showing 1–24 of 38 resources, ordered by title.
Agree a simple process for naming new services
As a practice grows, different teams may create their own names unless there is an easy route to a shared decision. Set out who approves a new service name…
Ask for document files your team can maintain
A polished PDF is useful to distribute, but it may not give your team a practical way to update the content. Agree the editable files, fonts, images and…
Ask for logo files your team and suppliers can use
A single logo image rarely covers a website, a printed sign and an appointment letter equally well. Tell your designer where the identity will be used and…
Build presentations around the decision your audience needs to make
Before designing slides, decide what the audience should understand or agree by the end. A board discussion, a partner introduction and a patient…
Build reusable website parts around real patient tasks
A shared set of website elements can make pages consistent and easier to maintain. Start with the parts your services repeatedly need, such as contact…
Carry a care-home rebrand into everyday materials
A rebrand reaches families through much more than the website. Visitor notices, enquiry packs, email signatures and signs all contribute to recognition.…
Check a new name in the places people will see it
A name shown large in a presentation may behave very differently in a mobile header, an email sender line or a small printed label. Try those everyday uses…
Check the effect of changes to shared website elements
Changing a shared button or notice can affect many pages at once. Ask your supplier to identify where it is used and demonstrate the important journeys…
Choose a healthcare name that explains the right offer
A naming project works better when the team agrees what the name needs to help people understand before discussing favourites. Describe the service, the…
Choose care-home photographs that answer real questions
Useful photography shows families the actual setting they are considering. Think about questions such as where visitors arrive, what communal spaces look…
Commission illustrations with a clear purpose
An illustration is most useful when it helps explain something the reader would otherwise find difficult. Write down that purpose before discussing style.…
Coordinate branding when a healthcare business changes ownership
A change of ownership needs accurate public information as well as a new appearance. Agree the facts with the responsible business advisers before adapting…
Decide whether a service really needs its own brand
A separate name and identity can help when there is a clear audience or service reason, but it also creates more material to maintain. Compare the proposed…
Define a tone of voice staff can actually use
“Friendly and professional” sounds sensible but does not help a colleague write a difficult message. Show what your tone means when giving instructions,…
Describe what makes your dental practice a useful choice
A dental brand becomes more useful when it explains differences patients can understand and the practice can support. Start with questions people ask when…
Design clear messages for waiting, mistakes and empty results
A website design should show more than the ideal completed screen. People also encounter an empty appointment list, a form sending a request or a message…
Explain specialist language without losing its meaning
Patients should not have to decode a page before understanding what to do next. Keep specialist terms where they are needed, but explain them in the…
Give dental reception templates that are easy to edit
Brand files need to work in the software and situations reception uses every day. Begin with the common tasks: appointment letters, opening-hours notices…
Give staff clear, current message templates
Templates save time when they hold the right information and still leave room for a human reply. Identify the facts staff should use consistently, such as…
Give staff slide templates they can edit confidently
A presentation template should support the slides your team actually makes, using the software it already has. Include practical layouts for introductions,…
Help families understand what makes a care home different
Families need specific, accurate information when comparing homes. Describe the setting, practical arrangements and care scope using facts the provider can…
Help patients recognise a service after its name changes
Returning patients may use the name they first encountered, even after your team has adopted the new one. Explain the connection where it helps them find…
Help readers move through a long information pack
A long document is easier to use when its sections reflect the questions readers bring to it. Give the contents page meaningful names and make the…
Help returning patients recognise a renamed service
A practice renames an appointment type while existing confirmations and patients' memories use the previous name. Returning visitors may think they need an…