Purpose before product
Our conversation with Ben, founder of ReadyGo™, didn’t start with product features, customer segments, or market strategy. In fact, it didn’t even begin with Ben, but with one of his board advisors, whom we met while working on a different project. They asked a question: “What could a brand in medical diagnostics truly stand for?” The idea was that it was an opportunity to create something bold and different - yet no one had figured out how to express it. That contrast — the desire to break the mould but uncertainty about its purpose — became our starting point.
We began with instinctive, verbal, and visual thinking, sketching out options for the brand’s identity and purpose. This exercise prompted Ben to call us. He wasn’t ready to launch, but he recognised in our approach the potential for a brand that could embody ambition, innovation, and integrity, all at once. Over the following fourteen months, those early discussions developed into a tangible identity, starting with a logo, website, and short film that brought the company out of stealth mode alongside the launch of its first medical diagnostic product.
As the project advanced, the conversations shifted from what we could do to why it mattered. We revisited the brand’s purpose: beyond revenue and the product, what motivated the company? Through dialogue, observation, and challenge, we arrived at a single, clear idea: “Fearlessly simple.”
It wasn’t just a slogan - it redefined how the team approached every decision, from product design to recruitment, partnerships, sustainability, and communication.
With that principle in mind, the final visual identity came together seamlessly. Nothing superfluous. No unnecessary details. Every element served a purpose. Copywriting mirrored the same discipline: no wasted words, no exaggeration, no claims without basis. The result is a brand identity as efficient and straightforward as ReadyGo’s products, aligned with a company committed to transforming the world of medical diagnostics in an honest, bold, and human way.
The lesson from ReadyGo wasn’t about clever design tricks or campaigns. It was about listening, questioning, and reframing. By focusing on people and purpose - and keeping the conversation alive - we uncovered clarity and momentum that transformed ambition into a brand with both courage and simplicity at its heart.
Project deliverables
Brand & Design Strategy, Identity design, Website design & build, Brand & Identity Application Guidelines, Explainer film, Exhibition design.