The Work


EMR & Practice Management Software

The Challenge

With the new release of their 2018 product upgrade, which included a move to the cloud and a host of attractive new features and benefits, patientNOW wanted to refresh their brand to coincide with the launch. As a client of over a decade, they asked Pinpoint to drive strategy and creative for the effort. Deliverables included a new tagline and core messaging development, a refreshed color palette & logo, the management of an on-location photoshoot to capture proprietary images of the product in-use/in-practice, and creative oversight for their digital agency (Incredible Marketing).

The Solution

Pinpoint sought to simplify core patientNOW messaging, condensing cues into “easy to digest” sound-bytes and value statements. Visually, we amplifying the brand personality through color, use of photography, and more technologically advanced vignettes showing the product in use and on-the-go.


New Logo Color Palette & Tagline

Color Palette Exploration

Setting Photographic Tone

Website Skinning & Key Messaging

(Final website design & development by Incredible Marketing)

On-Location Photoshoot Art Direction

(Photos by our professional photographer partner, Charles Cotogno)

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