Positioning a new era of healthcare technology

The Situation

Harris Arc Health was preparing to introduce Arc as the future of its electronic health record strategy. While Arc represented a significant step forward, the company also had an established customer base using Flex EHR, a trusted and actively supported solution.

The challenge wasn’t simply launching a new product. Harris needed to clearly communicate how Arc, Flex, and the broader Harris Arc Health brand fit together.

Without that clarity, customers could be left wondering:

• What does Arc mean for my existing investment in Flex?
• Is Flex being replaced?
• How does Arc fit into Harris Arc Health’s long-term vision?
• Why should I be confident in the transition?

At the same time, Harris wanted to strengthen its position in a competitive market by showcasing a more modern, intuitive healthcare experience while reinforcing the credibility that comes from more than 40 years of healthcare technology expertise.

The Goal

The goal was to create a clear and compelling foundation for the future of Harris Arc Health’s EHR platform.

This meant developing a cohesive brand architecture, visual identity, messaging system, and website experience that would:

• Position Arc as Harris Arc Health’s next-generation platform
• Reinforce confidence in Flex as a proven and supported solution
• Explain the relationship between Harris Arc Health, Flex, Arc, and future Arc modules
• Differentiate Harris in a competitive healthcare technology landscape
• Create a scalable framework for future product growth and marketing initiatives

Ultimately, the objective was simple: help customers understand where they are today and where the platform is going tomorrow.

The Approach

Brand Architecture

Rather than beginning with design, the project started by creating clarity.

Baytek worked with Harris Arc Health to define the strategic relationship between the Harris Arc Health parent brand, Flex EHR, Arc, and future Arc modules. This brand architecture became the foundation for every decision that followed, ensuring customers could understand the evolution from Flex to Arc as a supported journey rather than a disruptive replacement.

From there, we developed a comprehensive messaging framework that translated complex product relationships into a clear and consistent story for clinicians, executives, IT leaders, and healthcare administrators. The messaging focused on a central theme: Flex remains trusted and supported today, while Arc represents the future.

Visual Identity

With the strategy in place, we began work on what that would look like visually. The approach was to lean into certain traits and attributes within the framework, and see where we’d land tone-wise. In the end, we came up with three unique paths – Trusted Innovation, Human-Centric Intelligence and Next-Gen Clarity.

I. TRUSTED INNOVATION

• Credible – Rooted in 40+ years of healthcare trust.
• Modern – SaaS-inspired, clean, and digital-first.
• Connected – Clinicians, data, and systems working as one.

This direction positioned Arc as the trusted evolution of Harris Arc Health. This was a natural next step forward. The design language reinforced stability and confidence while introducing subtle signs of modernization and digital fluency.

With the identity settled, we documented it: a full set of brand guidelines covering the logo’s acceptable and unacceptable uses, a primary and secondary colour palette, typography (Okine Sans and Open Sauce Two, with Arial as a fallback), and supporting graphic elements like a wave pattern and layered circles that could frame photography or stand on their own. The guidelines gave ICFA’s team, and any future partner, a clear reference for keeping every piece of communication on brand.

II. HUMAN-CENTRIC INTELLIGENCE

• Empathetic – Designed by clinicians, for clinicians.
• Insightful – Makes patient journeys clear in minutes.
• Empowering – Puts control and clarity in the user’s hands.

This direction shifted focus from technology to outcomes – the human side of healthcare. It communicated warmth, understanding, and connection while still maintaining a sense of modern capability.

III. NEXT-GEN CLARITY

• Futurist – Data-driven, intelligent, scalable.
• Simple – Intuitive, minimal, transparent.
• Confident – Enterprise-ready, performance-led.

This direction presented Arc as the next-generation healthcare platform – bold, precise, and intelligent. It brought a sense of future readiness and technological excellence while staying grounded in realism and human focus.

Brand Work

Visually, Harris selected the “Trusted Innovation” direction from this series of design explorations. The chosen identity balanced modernity with familiarity, allowing Arc to feel like a meaningful step forward while remaining connected to the broader Harris Arc Health brand. The result was a scalable visual system, product architecture, and design language that could support future modules as the platform grows.

These strategic and creative foundations came together in the new website experience. Compared to the previous site, the new platform provides a clearer user journey, stronger product positioning, improved storytelling, and a more polished digital experience that reflects the sophistication of the technology itself.

The Outcome

While the website has only recently launched, the project has already provided Harris Arc Health with something equally important: a clear foundation for growth.

The organization now has an improved brand architecture, messaging framework, visual identity, and website experience that work together to support future product launches, conference marketing, sales conversations, and customer communications.

Most importantly, Harris can now tell a consistent story about the evolution from Flex to Arc. What was once a complex product relationship is now presented as a clear and confident vision for the future of healthcare technology.

The new website serves as the public expression of that work, bringing together strategy, messaging, design, and user experience into a single platform that reflects both where Harris Arc Health is today and where it is headed next.

“Baytek helped us evolve our brand and rebuild our website as we evolved to Harris Arc Health, sharpening a voice we’d built over 40+ years. The result is a stronger, clearer brand identity that our customers and partners have noticed and commented on directly.

I’d definitely recommend Baytek to any organization looking for a partner who can bring brand strategy and web execution together as one cohesive project.”

James Boys
VP Sales & Marketing, Harris Arc Health