MedExpress is a digital healthcare company and online pharmacy that provides prescription treatments through an online consultation and delivery service. Part of the digital health group HeliosX, it was founded in 2013 in the UK, and has treated over 1.5 million customers through its online service.

Following the rise of GLP-1 medications, MedExpress experienced impressive levels of growth. As the business expanded, the existing brand elements became increasingly limited in their ability to support MedExpress’ future ambitions. 

At the same time, a new wave of digital-first healthcare competitors were emerging. Many of these newer brands were highly agile, with distinctive identities and clear propositions that allowed them to move quickly across digital and social advertising channels. In comparison, MedExpress’ existing brand lacked definition and cohesion, making it harder to stand out in this  increasingly crowded and competitive space.

It was clear that MedExpress needed a clearer and more structured brand framework that could unify communications, strengthen recognition and better reflect its scale and ambition. 

Originally created for a limited use case, the visual identity and messaging lacked the flexibility needed to operate across multiple markets, channels and audiences. As MedExpress expanded into new treatment areas, advertising platforms and international markets, the brand needed to work harder, communicating credibility and trust at scale while remaining consistent across digital, social and broadcast channels including a TV and radio ad.

Pentagram was asked to help redefine the business across multiple fronts, from positioning and strategy, to the full brand identity including updated verbal and visual identities, packaging, campaigns and digital output. By defining the brand more clearly, the company could not only perform more effectively in the market, but also project the confidence, professionalism and leadership expected of a rapidly expanding healthcare platform.

In-depth research, including customer focus groups, was carried out as part of the strategy phase of the project and a new tagline was created: ‘Clinical excellence, delivered with care.’

Every stage required a balance between the human and clinical. How this was expressed across the different applications was carefully considered and tested, ensuring that the elements worked individually but also as part of a wider, more cohesive whole. This established a framework that can adapt as the business moves forward, but which also continually reinforces the idea of clinical excellence, which sits at the heart of the brand.

The updated brand symbol was designed as a modern and digital-first evolution of a medical cross, symbolising the connection between patient and clinician. This connection was further emphasised across other brand elements including graphic lozenges that connect messaging, imagery and video content that captured both clinicians and patients, and a suite of custom icons depicting the different treatment areas. The colour palette was evolved and expanded to balance the clinical blues with a series of warmer tones. Finally, Barlow was chosen as the type family for its rounded characteristics echoed in the symbol. 

Pentagram‘s ongoing partnership with MedExpress has transformed the brand into a more cohesive and scalable healthcare platform, and reflects how healthcare brands are evolving from traditional medical aesthetics into more human, accessible and digitally-native experiences. The new brand framework strengthens recognition and consistency, reinforcing MedExpress’ ongoing commitment to clinical excellence delivered with care, and enabling the business to continue growing with clarity and confidence.