New SimonMed identity challenges traditional category codes

The healthcare pioneer, which offers AI-powered diagnostic imaging services, teamed up with Brandpie to redefine its brand for a new era of preventative healthcare. The global consultancy was responsible for crafting a new masterbrand strategy, visual identity and digital experience.

Driven for the past 24 years by a belief that cutting-edge technology is only valuable if patients can access it, SimonMed was one of the first US providers to offer full-body MRI screening. It required a new brand identity that could build on its experience while still feeling clear, confident and accessible to everyone.

To achieve this, Brandpie had to ensure the new identity didn’t fall into cliches of exclusivity that are often seen in the sector. Instead, it focused on the role AI plays in SimonMed’s clinical capability. The visual identity that followed clearly and deliberately positions AI as a tool capable of earlier detection and better outcomes for its patients.

From the creative idea ‘More life for living,’ Brandpie created motion, photography and design elements that mirror the journey from uncertainty to understanding. For instance, the wordmark represents discovery through its pairing with ‘The Signal,’ a continuous curve symbol. The incorporation of a colour palette and dynamic motion inspired by AI-driven diagnostics further breaks category codes.

The flexible system, which also includes an original photographic library, website and UX design, is designed to evolve alongside SimonMed, leveraging trust at every touchpoint.

Rik Haslam, executive creative partner at Brandpie, says, “SimonMed is a rare combination of visionary founder, proven innovation and real clinical impact. Our role was to give them a masterbrand that matches the pace of the business and positions them clearly at the intersection of health tech, preventative care and longevity, with access at its core.”