BACKGROUND
The MP Linx project was a project where I managed the full research, branding and a 3-set ad campaign design. As a background, MP Linx is a communication/social media platform exclusive to health professionals. The platform aims to promote peer support, mentorship and exchange of knowledge to further improve the health field. This platform is a startup, so the purpose of the ad campaign is to encourage new users to join the platform.
PROCESS
RESEARCH:
I conducted some research through positioning maps, SWOT Analysis and value proposition canvas. I also conducted several user research interviews and concluded that the platform needs to be user-friendly, have strict exclusivity for confidential reasons, and reputable/ professional.
BRANDING DESIGN:
When designing the branding for MP Linx, the concept I focused on was the platform helping health professionals connect (link) with each other. As such, a chain link imagery was used. Additionally, the platform was for health professionals, so a medical cross was incorporated into the chain link logo. A classy serif typeface was used to capture the aspects of professionalism, expertise, and dependability of health professionals.
AD CAMPAIGN DESIGN:
During the process of designing the ad campaign I pondered how I can promote the startup platform to health professionals. Based on my interview responses, there currently are no platforms that are exclusive to health professionals, promoting connections and exchange of knowledge amongst them. As a result, the interview participants would be interested in such a platform, but only if it were strictly exclusive and dependable with strict monitoring of negative behaviour that may occur on the platform. Therefore, the focus of the ad campaign included friendliness, professionalism, and seriousness.
