Koord

Originally known as Telemedicare, the brand sought to evolve its identity toward a name that was more accurate, distinctive, and aligned with its ambition. Following a strategic framework developed with Ely Consulting, we initiated a structured naming process built around a co-creation workshop. More than 130 potential names were explored to find one capable of challenging the status quo in the medical and social care sector. In a context marked by the official recognition of telecoordination in nursing homes, Koord emerged — a clear, bold, and visionary name.

The logo redesign marks the transition from Telemedicare to Koord — a more assertive, contemporary, and meaningful identity. The word is refined to become a symbol: a short, rhythmic name whose graphic structure expresses connection and fluidity. The double “o” symbolizes the meeting between coordinating physicians and care teams, forming an infinity sign that represents continuity of care without interruption. The resulting glyph extends this idea, becoming a standalone mark — the emblem of a network in motion, both human and structured.

Koord’s visual world is welcoming, reassuring, and gentle, reflecting the human mission that drives it. Inspired by organic textures and natural connections — mycelium, canopy, living networks — it conveys an ambition that goes beyond a simple service offering. Koord is driven by deeper values: connecting the living, building bridges between those who care and those who support, and giving tangible form to a shared vision of care.

Conceived from the outset, the digital strategy aimed to translate Koord’s vision into an online experience that is clear, reassuring, and unifying. Based on a needs mapping developed with Koord’s field expertise, the website redesign was created to meet audience expectations: convincing nursing homes to adopt telecoordination with confidence and attracting physicians seeking to practice differently, with greater meaning and flexibility. The result is a human and credible universe, supported by clear layouts, authentic visuals, and custom pictograms that enhance understanding and engagement.

A brand change is always a sensitive moment. To ensure team alignment and public understanding, Ely Consulting and Koord orchestrated a true brand activation: internal workshops, a launch event, and a motion design film unveiling the new name. In just two minutes, this film distilled months of strategic work into a powerful visual and emotional story designed to unite teams, reassure partners, and open a meaningful new chapter full of promise.