Deprescribing.org is a new initiative by the Bruyere Research Institute to support health care providers and patients in reducing or stopping medications that may be harmful or no longer needed. Baytek was brought in to create key messages, a new identity, print materials and a responsive website.
Our ultimate goal was to achieve an abstract shape that had its grounding in something related to deprescribing (a pill). However, we didn’t want the final logo mark to be too literal, because the issue in hand can be a sensitive topic. Anything too obvious could have potential negative connotations. The final shape exudes a sense of calmness and regeneration, and leaves the audience with a positive feeling.
The deprescribing.org project was unique in the respect that it not only did it need to cater to doctors and physicians, but also to the patients themselves. This meant a very careful and deliberate balance was needed for the design of the website – using custom iconography and unique photography treatment, the result is a beautiful, user-friendly website for all ages.