Dovetail needed help to refine their positioning to make it easy for clients to see what they do and understand how they could help them. And after 15 years in business, they also wanted to establish a clear set of brand values, behaviours and tone of voice to help guide them as their company grows, along with a new brand identity to better reflect their professionalism and personality.

We started by working together to define their brand DNA and clarify their core purpose – ‘facilitating better healthcare through the power of connection’ – providing the foundation on which to start rebuilding the brand.

The bright and bold new brand identity embodies their positivity, joyfulness and optimism. The new logo takes the classic dovetail joint shape, symbolising connection, and gently rotates it to become a stylised speech bubble, reflecting how Dovetail connect pharma, HCPs and patients together through discussion.

The power of connection brand purpose carries through to the illustration style, using continuous single line doodles to accompany headline messages.