A new brand and website for the healthcare inventor
Zus Health
A new brand and website for the healthcare inventor
The situation
Brand strategy, visual identity and digital experience for a healthcare technology innovator. Zus Health is a healthcare technology company transforming how patient data is shared, stored and used across the healthcare ecosystem. Its platform gives healthcare developers and organizations access to connected patient information, helping them build better digital health experiences and improve patient care. As Zus gained momentum, the company needed a brand and digital experience that could make a complex healthcare technology platform easier to understand—and establish a distinctive presence in a rapidly evolving healthtech market. Zus partnered with Tank to develop its brand strategy, visual identity, design system, content strategy and website experience, creating a unified brand built around the idea of empowering healthcare innovators.
Brand identityBrand positioningBrand researchContent strategyDesign systemsExperience design
Impact
Tank transformed a complex healthcare technology story into a clear, distinctive brand and digital experience built for developers, providers and healthcare technology partners.
The new identity, messaging framework, design system and website gave Zus a scalable platform for communicating its approach to healthcare data interoperability—helping the company launch with a stronger presence across digital channels, industry events and the broader healthtech market.
Brand strategy
Through healthcare market research, stakeholder collaboration and brand positioning, Tank identified a defining idea for Zus: giving power to healthcare inventors.
That idea connected the brand directly to Zus’s technology. The Zus Grid provides a shared infrastructure for patient data across healthcare organizations, while ZAPs (Zus Aggregated Profiles) bring patient information together into usable profiles.
Tank built the brand strategy around this intersection of healthcare data, technology and invention—turning a complex interoperability platform into a story developers, providers and technology partners could quickly understand.
Zus debuted the new brand and website in November 2022, bringing Tank’s strategy, visual identity and digital experience to market alongside a new event presence at HLTH 2022.
The launch extended the brand across web, environmental graphics and video, creating a consistent experience for healthcare innovators encountering Zus across channels.
Healthcare brand identity and design system
Tank reimagined the Zus Health visual identity around the idea of power—the ability of Zus’s technology to give healthcare innovators the infrastructure and data they need to focus on improving patient experiences.
The visual system translates that idea into a distinctive grid-based design language inspired by the Zus Grid itself. The logomark, typography, color, graphic elements and modular design system work together to connect the brand visually to the company’s core healthcare data platform while creating a flexible identity that can scale across digital, product, marketing and event experiences.
Make complex healthcare ideas impossible to ignore.
Tank is a brand and digital experience agency helping healthcare and healthtech companies turn complex products, platforms and ideas into brands people understand and experiences they want to use. From brand strategy and identity to healthcare website design and UX, we help ambitious organizations stand out, connect and grow.
Build the future of healthcare with Tank
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User experience and content strategy
Tank focused on the elements that would support the who, what, why, and how of Zus’s offering: differentiated healthcare, a shared invention platform, and the healthcare inventors themselves.
This approach helped steer key decisions in developing the site architecture and copy guidance, and led us to a more focused effort to get the Zus Grid story right.
Visit the Zus Health site
Site production
Our production work incorporated iconography, design assets to illustrate the Zus platform, and sitewide animation to elevate the experience.
We gave particular focus to the Zus Grid In Action page, using motion graphics that triggered on scroll to progressively tell the story.
