Hospital Hands is set to fundamentally change staffing for anesthesia talent. Via their web platform, Hospital Hands creates flexibility and choice for both medical facilities and providers, ultimately leading to better care and outcomes.
Existing staffing practices create inefficient and rigid conditions where anesthesiologists are stuck working long shifts with little flexibility while medical facilities are forced into hefty, long-term contracts. This often leads to antagonistic relationships between the two groups. Our challenge was to create compelling positioning that would resonate with both audiences, bringing them together to contribute to a new model of work. Hospital Hands' core brand architecture focuses on choice as the unifying idea, utilizing a common brand promise—"on your terms"—to engage both providers and facilities.
We wanted the Hospital Hands identity to be a signal for change, so it needed to stand apart from typical healthcare branding and be less clinical, less cold. In order to bring the brand essence to life while offering a unique visual perspective, we chose to emphasize providers holding anesthesia-specific tools. We directed a photoshoot that would allow us to capture realistic and credible hand positions and instrument use. We paired the images with a warm color palette to further build a more human feel for the brand.
The site content balanced introducing a new paradigm for healthcare staffing, positioning Hospital Hands as a complementary service to existing options rather than merely a competitor, and driving interest for both anesthesia providers and facilities who use them. To achieve these goals, clarity and brevity were key to getting the message across while the organization of the site helped easily guide each audience to the content most relevant to their needs.