• Healthcare


  • Naming
  • Brand identity

Avenel has one premise - Technology should enhance a clinician's relationship with their patient. MetaDesign supported Avenel's simple yet revolutionary approach with a brand fitting its bold, mobile-first software. The modern brand underlines their compassionate approach to healthcare and puts focus back on the patient.

Tablets Logo avenel

“The unique function of the [caregiver] is to assist the individual, sick or well, in the performance of those activities contributing to health or its recovery that he would perform unaided if he had the necessary strength, will, or knowledge.”

- Virgina Avenel Henderson (1897 - 1996)

Virginia Henderson is often referred to as the first lady of modern nursing. We felt her progressive, compassionate approach to healthcare aligned perfectly with the aspirations of the new brand.


Naming presents unique challenges for a brand. In addition to being memorable and differentiating, the best names also communicate the mission of the brand. Our client was developing a new platform that would allow healthcare practitioners to more effectively help individual patients.

The name we came up with not only has historical relevance, but also mirrors the personal component of the product, thus standing out in a marketplace dominated by technical terms and pure rationality. Based on this, we created a visual identity to reinforce its meaning and what it stands for.

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