Part 2: Developing the Brand From the analysis during the define phase, our recommendation was to change the name from HPEN to Sinaiko Healthcare Consulting. "Sinaiko", leveraging the well known brand behind the business (Richard Sinako, the CEO) coupled with "Healthcare Consulting", a clear descriptor of what they do. In doing so, it gave us the opportunity to create a tagline that would focus on the core values behind the company. Experience. Integrity. Results.

The words were the results of the Brand Strategy exercises completed during the define phase. As we identified the core attributes of the brand, some other words came to mind; Professional, reliable, experts, client-focused. This became the foundation from which we began the design of the logo. Some key concepts which grew out of this:

1) The "s" form takes on a double read. Not only does the road shape lead to the Sinaiko name, it is also a literal play on the "s" in Sinaiko.
2) Because the form of the road ends at the name, it creates a dynamic focal point.
3) The metaphor of the road also expresses philosophically their expert guidance down the roadmap of any project.
4) By infusing bold graphic shapes with classic font treatments, we were able to bring a hint of the modern into and otherwise traditional landscape.

As you will see in the pages that follow, the established brand identity is very seamless & consistent
throughout all of their materials – Corporate Identity, Marketing Materials & Website.

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