• A new brand for Quest Analytics, a leader in health care data in the US

    Quest Analytics enables health plans to comply with US federal and state regulations on network access, adequacy and accuracy — saving them millions of dollars in civil monetary penalties while improving member satisfaction. After acquiring several other companies in the space and growing fast, they came to us to create a brand that reflects their renewed vision and drive.

    We reviewed the brand strategy with the in-house team and helped them create new brand values – Certain, Human and Driven. The new look and feel needed to reflect these; our brief for the visual identity was ‘Refined and High Quality, Warm and Approachable, Simple and Clear’. The new logo is a letter Q composed of a circle with an arrow, illustrating data being constantly refreshed and updated — data analysis in motion, driven by multiple channels of information.

    Colour and typography is both modern and solid, with green and grey representing the health care and data space. Brighter colours complement these throughout different touch points, differentiating information within their data platforms and programs.

    We also developed five tone of voice principles for the new brand: 'Personable, Clear-Sighted, Easy Access, Meaningful Impact, Rest Assured' — which enabled them to communicate consistently across their many products and services. Towards the end of the re-brand, we were also asked to update the symbol and logotype for Better Doctor, one of their stand-alone sub-brands, allowing it to sit comfortably alongside the new master brand.

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  • The new brand values – 'Certain, Human, Driven' — were the starting point of the new identity

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  • The new symbol needed to work well at small sizes for social media and recruiting


  • The new symbol is a letter Q composed of a circle with an arrow, illustrating data being constantly refreshed and updated


  • Green and grey represent the health care and data space, complemented by a brighter palette


  • Updated symbol and logotype for Better Doctor, allowing it to sit comfortably alongside the new master brand