Making healthcare more Healthcareful™
We first met Chris and Kevin, co-founders of Salutare, on Zoom during the 2020/21 lockdowns. After the introductions, against the backdrop of a pandemic and stretched healthcare, they delivered a stark reality: even before the pandemic, clinicians were overwhelmed by manual administrative tasks, leaving patients without the care they needed. These admin tasks take up at least an hour of every clinician's day—a full hour not spent with a patient, repeated daily. Over weeks, months, a year, that adds up to 240 hours of potential care lost. In a system already under pressure, that could reach 720 patients. Considering that medical error is the third-largest killer in the UK when regarded as a disease, the stakes quickly become very personal.
Most healthcare start-ups pursue the next breakthrough drug or diagnostic marvel. Salutare aimed to do something different: make invisible work—the scheduling, data entry, follow-ups—visible, manageable, and meaningful. Chris, with his software leadership experience gained at Microsoft, and Kevin, an NHS consultant and clinical pharmacologist, brought more than expertise—they brought credibility and insight into the system’s pressure points. But a deep understanding of the problem didn’t necessarily make it easy to communicate. How could we translate these operational improvements into something tangible for executives, investors, procurement teams, and clinicians alike? How could we show that this wasn’t just software—it was a new way of viewing healthcare?
We began by asking questions and, more importantly, listening. Conversations focused less on strategy slides and more on stories: a nurse describing the frustration of verifying data across three systems, a clinician juggling patient notes while trying to coordinate a blood test, a manager attempting to measure efficiency amidst a maze of spreadsheets. These moments revealed patterns and pain points that numbers alone couldn’t uncover. Gradually, a change in mindset took place—not about what the software did, but about what it enabled.
From these discussions, a simple, human idea emerged: Healthcareful™. It’s more than just a product feature; it’s a perspective on understanding what healthcare can feel like when administrative friction is removed. Being Healthcareful™ means clinicians reclaim time to focus on patients, blood tests are conducted more quickly and efficiently, errors are minimised, and multidisciplinary teams collaborate on a single, integrated platform. It combines efficiency and empathy in a way that anyone within the system can understand.
As Healthcareful™ became a registered trademark, we translated the idea into a verbal and visual identity that could be applied across all touchpoints: pitch decks, websites, social channels, and the products themselves. The design is understated—listening rather than shouting. It reflects a company shaped by dialogue, observation, and insight. What began as a technical challenge evolved into an opportunity to reframe healthcare itself—demonstrating that sometimes the most revolutionary change starts with a single hour and the conversations that reveal how to better spend it.
Project deliverables
Brand & Design Strategy, Identity design, Website design & build, Pitch deck design, Copywriting across all material, Brand & Identity Application Guidelines.