A quirky creative strategist who has full of insights & world experience
A quirky creative strategist who has full of insights & world experience
Co-create the inclusive brand that embraces the future of the medical industry in Sweden.
USKA is a Swedish startup that offers a matching platform for assistant nurses. It is backed up by Lernia training staffing labor and fully owned by the Swedish state.
BRIEF
Create and define the brand value, purpose, and visual identity.
MY ROLE
Facilitator and design researcher for 7 members team.
Throughout the project, I worked as a team facilitator which was full of learning opportunities for my leadership skills.
Listening to the discussions with a bird eye perspective and bringing the structure to the teamwork was my role.
Also as a design researcher, I captured what the client was looking for from this project and talked with them
to grasp their needs and feeling to share with the team as the next actions.
USKA client was highly cooperative and it allowed us to propose 1-day workshop with them. Since because the service was still at the beta stage, the client team did not have internal mutual recognition for their brand vision. Thus we invited them to the workshop to give an opportunity to talk about the brand within their team and with us.
We prepared 2 workshop contents, Value workshop and Tonality workshop. I was in charge of planning and facilitating a brand value workshop. It was for discussing and finding out what was the client team's mutual vision for the new brand. We asked 3 core questions such as "What do you do best?" and asked them to write post-its. We encouraged to talk about the perspective they found interesting and grouped the post-its to the categories. After that, we asked them to choose some of the most impactful ideas for them. These key ideas became our source for formulating the brand message, platform, and vision.
Tonality Workshop asked questions like what if Uska is a place, animals, and drink. It focused on talking the visual side of the brand. It became a base of visual identity such as the logo.
We conducted the industry and trend research by using a tool called Scan Cards. It summarizes information and visual inspirations in one place and became the source of inspiration for the project.
After recognizing how important for the brand and the client to celebrate the life of assistant nurses, we started to see the service as a movement of embracing assistant nurses rather than just a job matching platform.
Our team researcher interviewed the real assistant nurses about their life, needs, and job hunting process. From the interviews, we discovered that empathy and pride were their core values backing up their motivations for the work. It was a fountain of insights to listen to their voices and later the brand platform was added more depth by getting the true core values that both the users and the clients could relate.
We ideated visual identity by using a tool called speed dating. We switched the seat for every 5 mins and built the idea on each other. After that, we voted for significant ideas that we want to develop further. We picked 3 directions that match our ongoing brand value.
We used a brand pyramid, brand wheel, 3 core brand values to make the brand tangible. Later, they became the base for brand vision and message for the brand book.
The presentation was for the client to make them onboard for their new brand with a brand book.
It led an active discussion to talk about the future of USKA.
The project taught me how powerful and valuable to co-create with the client. The final brand book got very positive feedback and would be carried to the user test stage for implementation.
Moreover, the bonding with the client and the team created great synergy and provided a positive and active work environment to inspire the ideas, which was exactly what I wanted to get from this project.
The team worked very well and productive together throughout the project with many intimate feedback sessions. It became a foundation of my Hyper Island learning journey to trust the process and the other team members.