Connecting people for good
Client:
GoodSAM (un-used concept)
GoodSAM started with a powerful vision of using technology to save lives. When someone is suffering from a cardiac arrest, the GoodSAM app can be used to alert a nearby first-aid-trained volunteer, allowing them to perform CPR in the critical first minutes of arrest. Crowdsourced CPR. Since its launch in 2013 GoodSAM has seen huge growth and the team behind the app have continued to develop a range of innovative solutions with applications beyond cardiac arrests. But these additional services have diluted the brand and left GoodSAM in need of a clear, unified identity.
A fresh perspective
Approaching the existing brand I found that the original idea, the responder app, has become diluted by a range of peripheral solutions bundled together with little brand hierarchy or differentiation. I explored a range of hierarchy options and ultimately settled on a solution that takes into consideration the strong recognition of the GoodSAM name.
A new symbol for support
GoodSAM is now much more than Crowdsourced CPR. The old logo, which depicts someone running in a traditional first aid cross, is now too restrictive. Without adopting a totally radical approach that could alienate users, I developed a simple new mark that can stand as a symbol for support in all of the forms that GoodSAM provides.
A brand that drives action
The new identity drives users to action through simplicity, a bolder, punchier red colour and a dynamic symbol that references the two-way benefit of the service. The design was refined through discussion and feedback from friends who are also familiar with the app.
All grown up
The new identity allows for a more formal, grown up communication style. While the bold, black and red colour scheme provides a sense of urgency and action for the volunteers on the ground, the addition of a softer, darker pallet with gradients allows GoodSAM to communicate more appropriately at a management and decision making level.
Bringing clarity to the user experience
The GoodSAM app is a crucial tool during very tense and often stressful situations so it’s important that the design is extremely intuitive and easy-to-use. I took what I’ve learned in crafting the new brand and applied it to the app to create a refreshed user experience. I also conducted some research to gather user feedback to make sure I addressed any existing functionality concerns.
