BRANDBOOK CHIPMUNKÂ
for the right balance
VERSION 1-2019
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INTRO DUCTION
This is Chipmunk's brandbook. The "protector" of our corporate identity. This document has been created to ensure unity in communication, style and identity. It is intended for everyone who has something to do with our organization. This document contains information about our mission, vision, values, corporate colors, typography, logo, etc.
This brandbook helps us to make Chipmunk Health a stronger and more recognizable brand in healthcare. See this brandbook primarily as a tool to make easier choices that are already substantiated.
Our company is still developing, so we will gradually supplement this document with further information about the organization. Join us in our our development journey.
QUESTIONS OR REMARKS? Do you have a question or comment about certain things of this brandbook? Please, contact us. www.chipmunkhealth.com
Erik Duijsens | CEO
Björn Crüts | CSO
Paul Perreijn | CTO
erik@chipmunkhealth.com
bjorn@chipmunkhealth.com
paul@chipmunkhealth.com
01
ABOUT CHIPMUNK
03
CORPORATE DESIGN
PAGE About us Brandstatement Targetgroup USP Service levels Our team
02
4 4 5 5 5 5
CORPORATE IDENTITY
PAGE Logo Primary colors Typography Lay out Text color Symbols Design elements Basics Dashboard Buttons Headings Website Image guidelines
12 12 13 13 13 13 13 13 13 14 14 15 16
PAGE Our vision Our mission Value proposition Personality Core values Our promise Essence Chipmunk experience Tone of voice See Feel Hear Corporate languages
7 7 7 7 9 9 9 10
* APPENDIX PAGE Brandpyramid
19
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IN DEX
About us / Chipmunk Health is a new healthcare company that provides reliable and low-cost remote patient monitoring (RPM) services trough the new Chipmunk platform; disease agnostic, evidence-based and predictive. Integrated in usual care and connectable to third party applications. Chipmunk Health is operational in Europa and the United States: the Netherlands Germany Canada United States Switzerland
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ABOUT 01 CHIPMUNK Except using standard medical sensors, such as scales and blood pressure monitors to take measurements regularly, no action or input is required from the patient. Only if there is reason for action (1-2), such as a very high blood pressure (3), a nurse affiliated with Chipmunk, sends an alert to the patient (4) and / or to his or her practitioner (5-6), otherwise not. The data is securely and wirelessly handled by the Chipmunk Box. In the patient’s home and stored safely in the Chipmunk Cloud.
Brandstatement / Chipmunk Health is a trusted and affordable solution for homebased health management with a secure link to the patient’s healthcare providers. Chipmunk wants to make care accessible and more qualitative. Chipmunk Health blends state-ofthe-art technology with personal attention, ensuring that patients can be looked after at home without unnecessary burdening of their healthcare providers.
1 2
3
4
5
6
Schematic representation RPM with Chipmunk/ Chipmunk monitoring proces
Service levels /
Marketing Patients with: Diabetes COPD (Chronic Obstructive Pulmonary Disease) Cardiovascular problems CVA (Cerebro Vasculair Accident) also known as "stroke" Health care providers
Chipmunk Health is offered to the market in the form of an all-in subscription with one differentiated rate, depending on the requested Service Level.
Communication Investors Health insurers Family of patients Educational institutions (Secondary) Research institutions (Secondary)
USP / Chipmunk Health is positioned between the people at home and the caregiver. By translating medical data generated by home monitoring, chipmunk can act quickly. With the help of the data we can make predictions and identify trends (by giving meaning to data) You can measure any time of the day without having to see a doctor. Smart technology ensures that a signal goes to the caregiver only and automatically when needed. As a result, you will need to visit a doctor less. So you always have your doctor with you. You don't need a computer or smartphone to be monitored with Chipmunk. Only when you want to see your measurement results. Coaching via easily accessible communication channels. Chipmunk gives meaning to data.
Figure Service Levels Chipmunk Health
Four Service Levels are currently defined, as shown in the figure. Europe will currently only be offered Level 1 and 2. In Canada and the U.S.A. the Levels 1, 2 and 3. Level 4 has already been partially worked out, but will not be offered for the time being.
Team / Erik Duijsens - CEO Jamie Le, MD - CMO Björn Crüts - CSO Paul Perreijn - CTO Samantha Upshall, RPN - PM Hans Drescher, RPN - PM Seppo Hensgens - OM Armand Meertens - Compliance
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Targetgroup /
Our vision / Chipmunk Health wants to be a leader in smart, full-service telehealth solutions. Our patient centred platform will power new, data-driven applications that translate into intelligent and affordable medical services for the benefit of patients, their families and their healthcare providers.
Our mission / To improve self-management and prevention with patients by providing medical services based on data generated by the patient in his home.
Value proposition / Chipmunk Health is originated with the thought that we need a "medical dropbox" in which we can store all sorts of information about people in order to make digital models. Because with these (medical) data Chipmunk Health can make predictions or identify trends that say something about future medical events. In other words; you can predict whether someone will get a heart attack before an ambulance should be added.
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CORPORATE 02 IDENTITY
Our personality /
Wisdom
honest
wisdom candid
accessible
accompanying
knowledge
a litte nuts
brave
just
Progressive "We can make the world better. We have the grit and determination to outwork the rest."
ARCHETYPE "THE SAGE" - "THE HERO"
MANY INNOVATIVE TELEHEALTH START-UPS HAVE EXCELLENT IDEAS BUT DON’T HAVE THE RESOURCES TO DEVELOP THE SECURE, PRIVACY-PROTECTED DATA INFRASTRUCTURE NEEDED (…) SUPPORTING INNOVATIVE COMPANIES LIKE CHIPMUNK HEALTH IS ONE OF THE REASONS WHY WE MADE HEALTHSUITE AN OPEN DIGITAL PLATFORM ON WHICH THIRD PARTIES CAN BUILD THEIR OWN APPLICATIONS Dale Wiggins, Director Philips HSDP
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Core values /
Our promise /
Result-driven Our goal is more important than the bumpy road that leads to it.
We collect and give meaning to your medical data so we can provide you with comprehensible and actionable health information and services.
Respect For everyone with a mission, no matter how big or small. Tolerance Live and let live without prejudice. Responsibility We do it right or don’t do it at all. Authenticity No b*llsh*t, ever. Determination Our actions are where our mouth is. Gratitude For everything that lives. Enthusiasm Fuel for action and performance.
We help you manage your health better, so that you experience less anxiety through better information and self-management.
Essence / Collect, manage and learn from patient-generated health data to make a patient’s life better and healthcare more affordable. Evidence-based and predictive.
Chipmunk Experience / See
Tone of voice Advising Since we have a lot of professional knowledge and experts in several area, we use an advisory tone of voice.
Hear
Professional We are an organization that always has a professional attitude and is happy to work for its target groups. Feedback will always be received positively, especially when it can improve our services. We always take a professional approach and always base our arguments on facts / research.
Informal and comprehensible We approach our target group in an informal way. This is to keep it clear and understandable. In addition, an anecdote is recommended here and there to keep it airy.
Form follows function, but our presentation to the world must be consistent in every way. Feel Trust Accessibility Transparent
We are not a tech company, but a healthcare service provider. Corporate language Dutch English/ Canadian english German Icon Step by step we will give the chipmunk in our logo more meaning. Because we will load it as a visual part of the brand with it's own story. The association we have with chipmunk versus our company is: social animal- living in (family) groups where they take care of each other- Independent and sturdy animals.
Solution-oriented We always have a possible solution to a challenge. If we do not have these immediately, we will conduct research.
Our organization is still in full development, this experience is also a part that is constantly expanding and forming.
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You don't only see chipmunk. We also want our target groups to be able to experience us. Our values are an important pillar in this experience. But also the way in which we present ourselves. We see the way you can experience Chipmunk as "the" "Chipmunk Experience" through the following topics.
THIS BLENDED SOLUTION IS VERY PROMISING AND IT WILL BECOME ONE OF THE MOST IMPORTANT PLATFORMS FIRST-LINE PRACTICE.
Max Visser, Medical Director Zorggroep Meditta during Chipmunk Launch Event (NL)
Image
DESIGN
Logo / Image
Logo
The word mark will always be communicated in combination with the logo
Primary colours /
Purple Spot color Heads Label #332E61
Blue Primary color Call2action
Light Grey Additional color Supporting color
#1BA8E3
#F3F3F3
CMYK 94.91.25.21
CMYK 72 .15.0.0
CMYK 6.4.5.0
RGB 51.46.97
RGB 27.168.227
RGB 243.243.243
Green Supporting colour Succes button
Red Supporting color Alert button
White Additional color Supporting color
Light Blue Additional color Background color
#3CC4A3
#15560
#FFFFFF
#DBECF3
CMYK 67.0.47.0
CMYK 0.75.41.0
CMYK 0.0.0.0
CMYK 19.1.5.0
RGB 60.196.163
RGB 241.85.108
RGB 255.255.255
RGB 219.236.243
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03 CORPORATE Logo
Roboto
Roboto
Roboto
Roboto
Roboto
Roboto
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 0123456789
Lay out / Spacing: 1.0 Interline: 1.0 Align: Aligned left
Check codes at "primary colors"
Text Colour / Heading Purple
Content Text Colour
Black
Grey
Purple
White
#000000
#545454
CMYK 91.79.62.97
CMYK 60.50.49.43
RGB 0.0.0.
RGB 84.84.84
Symbols /
Design elements /
Basics
Dashboard
Click here >
Click here >
Click here >
Click here >
KOOBDNARB • 31 EGAP
Typography /
Buttons /
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Heading /
Website /
Via de follow link you can see the design and more impressions. Click here >
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This is the first version of the new Chipmunk Health (responsive) website (Dutch version) which is still being developed.
WITH CHIPMUNK I HAVE AN (EXTRA) HEALTH CHECK THAT I ONLY WOULD HAVE ONCE EVERY 3 MONTHS. NOW I CAN MEASURE WHENEVER I WANT. THIS GIVES ME A PLEASANT AND REASSURING FEELING WITH MORE CONTROL OVER MY HEALTH.
Wiel Steinen, Diabetes patient and user of Chipmunk (NL)
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Image guidlines / To ensure that the image remains unambiguous and fits to Chipmunk, it is important to clarify which image may be used. Furthermore, the image of our expressions must comply with three rules of thumb: Photos must always have a message. Photos must provide support. Photos must be realistic. Photos with people should always be taken from the front or from the side. We always want to bring out the human aspect. Do not use abstract photos that have no link whatsoever between text and image. Other rules regarding the use of images and visuals are being developed.
APPEN DIX 01
BRANDPYRAMID
01
BRAND PYRAMID
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