Frost*collective creates the new Beamtree brand for a new era in healthcare

Beamtree, an Australia-based global healthcare tech company, worked with Australian branding agency, Frost* collective, to create a new name, brand strategy, identity and employee experience to fit for a new era in healthcare.

In an increasingly fragmented, dynamic and pressurised industry, Beamtree (formerly Pacific Knowledge Systems and their acquisition of Pavilion Health) aims to be the Australian company setting new standards for healthcare data safety, efficiency, and quality around the world. To match this ambition and survive a major healthcare acquisition, it was essential to build a strong brand.

"This new brand is a signal of intent for our business — rallying our people and instilling confidence among healthcare organisations around the world. The intelligent movement of knowledge and unburdening of healthcare systems is more critical than ever, and only Beamtree has the scale, expertise and support to meet this moment. We believe it all starts with better data and ends in better care – and for us, better has no limit,” says Tim Kelsey, CEO of Beamtree.

Using a human-centred design approach, the brand team at Frost*collective held extensive consultation, co- creation sessions and interviews with health care professionals, the executive board, and the broader team to uncover insights that led to the bold new ambition and strategic framework for Beamtree.

To bring this idea to life, Frost* named the new brand Beamtree, which represents a growing, living entity that offers protection much like health data does for public safety. The choice of imagery, photography, graphic language and typography aims to reflect a world of efficient technology that leads to better patient care. Motion was used to bring the visual system to life, demonstrating the knowledge flow and insights unlocked by Beamtree.

Whether across digital platforms, video, print or even merchandise every aspect of the brand's design seeks to communicate that this is a company driving better health outcomes globally.