RazorMetrics is a health tech firm that helps healthcare professionals reduce drug costs for their prescribers. Their RazorCodex platform integrates with physician workflows to find cheaper medication alternatives, achieving 10% or more cost savings.
SERVICES
COMPANY SIZE
Regional
WEBSITE
TLC PARTNERS
Brand Messaging: WAXX Creative
Creative Collaboration: DeSart Studios
RazorMetrics was established in 2018 and was still using their original brand identity. They knew they needed to make some changes to elevate their position in the market. It needed to be clearer (and simpler) to help customers understand how their product helped save patients money.
CHALLENGE
RazorMetrics’ existing brand was visually intense and utilized a color palette that felt dated within the healthcare industry. Their message lacked clarity, making it difficult to effectively communicate their value proposition. They needed a new brand identity and website that would position them as an industry leader with a more engaging and accessible voice.
SOLUTION
The Label Collective developed a simplified message strategy and sharper brand for RazorMetrics. This included a new logo inspired by “Occam’s Razor,” a brighter color palette, and streamlined visuals. We infused a more human brand voice into their communications and redesigned their website to be user-friendly and easy to understand.
RESULT
RazorMetrics now has a modern brand identity that allows them to consistently communicate their offerings and reinforce their position as an industry leader. The updated website effectively illustrates the benefits for their target audiences with an easy-to-understand tone. This transformation has equipped RazorMetrics with the tools to stand out in a competitive market.
Brand Strategy
RazorMetrics’ previous visual identity was bold and intense, primarily using muted blues and oranges in its illustrations and icons. The new brand persona allows for brighter colors and a lighter, more breathable design while still being able to boldly proclaim its cost savings. Backgrounds were simplified and visuals were streamlined, focusing on diagrams and images that relate to the target audience.
Verbal Identity
RazorMetrics’ competitive set, as a whole, generally felt more clinical and dated. There was an opportunity to infuse a more engaging and authentically human brand voice into their communications to set them apart. Through creating mission, vision, and customer value statements, the brand achieved a north star to guide them through their future conversations and interactions.
Logo
The logomark is inspired by the concept of “Occam’s Razor” (referred to as “Metric Razor” in this context). Occam’s Razor is a problem-solving principle that when all things are equal of two competing theories, the more straightforward explanation should be preferred. The design of the logomark features a simple hexagonal pill shape with a clean razor slice through it, embodying minimalism and simplicity. It symbolizes both “slashing prices” and RazorMetrics’ ability to reduce prescription costs. It is paired with a clean, yet audience-friendly capped serif. The use of softer colors in the background helps balance the razors’ sharpness, creating a more approachable and empathetic feel.
Before
After
Visual Identity
While RazorMetrics isn’t directly in the medical field, the healthcare industry vertical tends to be saturated in some shades of blues and greens. While a dark blue was included to hint at the legacy RazorMetrics brand, more vibrant colors and a set of gradient palettes were added to differentiate it from the competition.
Supporting visuals
A single diagram can now help RazorMetrics demonstrate the full end-to-end process of saving on prescriptions through their RazorCodex proprietary platform, highlighting touchpoints where they, the physician, and the prescriber take action.
One of the key stakeholders, who is the hardest to please, said they really liked the brand update. Getting a compliment out of them was like, ‘oh, yeah… hmm!’
Website & App Concept
Along with the new brand styling, the website content needed to be heavily simplified, embodying the new brand tone and voice to be straightforward enough that “even grandma could understand it.”
Brand Deliverables
The new brand identity has extended into multiple sales enablement and marketing assets to help support their internal team.
”The Label Collective stepped up to the plate to handle a tight timeline, where other agencies told us no. Results, Delivered.
James FosterCMO, RazorMetrics
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