Surgical graduates are trained by text books to pass exams and are unfamiliar with applying their theory in a real world context. This is worryingly evident in the mortality rate statistics of ‘Black Wednesday’.
When a graduates confidence is wavering and they are questioning their ability, they deeply desire support, guidance and reassurance.
Surgical Teaching offers this support 24/7 through their contextually realistic video library, delivered with real-life footage, CGI animation and expert insights.
Surgical Teaching have two clear business objectives: their short term goal is to help medical graduates feel more prepared, while their long term goal is to reduce mortality rates. Closely aligning our strategy with these goals, we wanted to demonstrate that whether doctor or patient, Surgical Teaching is helping everyone get better.
The identity is helpful and friendly while maintining a level of professionalism. We created a logo combining a typical medical cross with a play button to create a mark that resembles an arrow; creating positive connotations of progression along a career path. The colour palette references typical blues and greens used by medical institutions, which in combination with the logo acts as an industry signifier.
We used 3D image making techniques to create a tangible identity, indicating a real-world application. This approach is sympathetic to Surgical Teaching’s main offering (instructional videos) also lends itself to motion through stings.
We were tasked with creating guidelines for the Surgical Teaching internal team, including social media profiles, campaign strategy, templates and website inspiration.