Designing for the future of healthcare

A dynamic brand direction for Motics

Sector

Healthcare

Discipline

Client

Motics

Year

2025

Expertise

Brand strategy · Brand voice and messaging · Brand identity · Brand guidelines · UI and UX

Overview

Challenge icon

The challenge

Motics needed a brand to clearly convey its unique value—streamlining clinical tasks, improving patient safety, and delivering compliant solutions—all while standing out authentically in a competitive, regulation-heavy industry.

What we did icon

What we did

We developed a scalable brand for Motics, rooted in its values. A dynamic logomark, design system, and tailored components reflect its AI-powered innovation, helping the brand grow while staying authentic and distinct in the healthcare market.

Outcome icon

The outcome

Motics’ new brand is distinctive – combining motion, clarity, and precision to highlight its innovative ethos. Equipped with a cohesive design system, Motics is primed to stand out, grow dynamically, and lead in the AI-driven healthcare sector.

A new brand direction for an inspiring AI-led health startup

The market for AI in healthcare is booming with the opportunity to make real improvements in patient safety and efficiencies. With so much noise, how can an independent change-maker stand out? Motics automates clinical note taking, referral letters, and more to save hours a day, enabling clinicians and hospitals to spend time doing the things that really matter. The tool helps to improve patient safety, flag errors and deliver a much more efficient method to manage compliance. It delivers a complete AI strategy with full compliance, adhering to NHS and HCPC standards, minimising errors and improving documentation quality. 

Building a brand direction that clearly communicates company values

Working with startups, often with rapidly developing products, means that the pace that the business pivots and scales is much faster than larger, established organisations. This environment requires an agile and iterative way of working, but with key goals and objectives agreed which everyone works to. This brand project was very much about helping the client better articulate their point of difference, and providing a creative platform that they can continue to use but that consistently allows them to reflect their culture, point of difference and personality. In addition, we looked to ensure that we developed a brand approach that can scale fluidly to support their changing needs as part of their continued growth cycle. 

Through guided workshop sessions we discussed why they exist, the value that they bring to their clients and, more importantly, got to know them as people. We learned the journey that Motics had been on to date, and their vision for the future. We reviewed their competitors, defined their key audience groups and aligned everything into a clearly defined brief.

Through those initial sessions, we defined their core values to be ‘adaptability’, ‘tenacity’, ‘precision’, ‘resilience’, and ‘responsibility’. This provided a tonal framework to anchor our thinking and inform creative decisions that would truly reflect the company’s market position and ethos.

Standing out in a crowded market

Healthcare is a notoriously crowded market – one that is scary to stand out in. Being safe and trustworthy is often more powerful than being a disruptor. A key goal for the project was to create a brand that helped Motics stand out from the crowd, but also reflected their commitment to compliance and ethical use of AI as a tool.

We developed a creative approach for the brand that prioritised clarity and simplicity in the presentation of information. Similarly, we chose an approach to photography that was informed by Motics’ focus on functionality over form. They’re creating real innovation that help real doctors and clinicians, not science fiction for futuristic labs that don’t exist. The occasional use of older photography also serves as a tongue in cheek nod to how far healthcare and technology have progressed.

More than a mark

The Motics logomark needed to reflect the continual development and evolving knowledge that underpins their operations as a business. We designed an abstract ‘M’ that is both fluid and calculated in its movement. Through its motion, the mark suggests loading and thinking, bringing an added sense of personality and becoming a living and breathing representation of the brand.

Developing a design system

To enable the Motics brand to grow and evolve in a cohesive way we created a foundational set of guides on colour, type, and photography. We worked directly with them in a shared Figma environment which made sharing assets and thoughts on the design process incredibly efficient. We provided insight on their current product UX and UI and worked to update their use of their existing product design library. The components that we have provided equips the Motics team with tools to consistently implement the brand themselves while allowing room for growth and adaptability as they grow.

The next stage

We are now working with Motics to develop their digital presence across their web and product experience, taking insight from audience input and needs with those that have already interacted with the new brand. 

"The Studiomade team have been nothing short of exceptional throughout – spending time to understand the story behind the brand and the direction of the company in ways we were delighted to see. Their ability to delve into the nuances of our mission, values, and customer base was a refreshing and rewarding experience for us. They took the time to understand what mattered to us and our customers, developing a new design philosophy to bring it to life. Working with Studiomade has been a pleasure, and felt like like having an extension of our own team."

Harvinder Power, Co-founder and CEO of Motics

Today & Tomorrow

Motics was the first company to benefit from our Today&Tomorrow initiative, designed to support transformative startups in different market sectors. This program provides emerging businesses with tailored brand strategies and creative solutions that align with their long-term ambition. For Motics, this meant crafting a forward-thinking brand identity and toolkit that supported their innovative AI-driven healthcare solution while ensuring scalability as they grow. 

By participating in the initiative, Motics received a dedicated strategic delivery that balances immediate needs with future-proof design principles, reinforcing their position as a trailblazer in the healthcare sector.

If you want to register your interest in Today&Tomorrow’s 2025 Healthcare cohort, please visit: https://studiomade.co/today-tomorrow-healthtech/

Want to discuss a project?

Get in touch to find out how our strategic design, digital or branding expertise can help you change, pivot and thrive

Let’s talk →

Registered address:
Studiomade
85 Great Portland Street, First Floor
London
W1W 7LT


+44 20 7394 7234create@studiomade.co

© Design to Communicate Ltd trading as Studiomade.

A Unit Group Collective company.

Registered in England & Wales No: 07176694  · Privacy Policy