Healthcare Tech Startup Needs Logo

Handle

Background:
Handle is a tech start-up disrupting the legacy process, and players, by which healthcare providers manage their capital assets.

Our competition includes H-Source, OpenMarkets, Relink Medical, Centurion Service Group.

Our Audience:
Handle is a B2B brand, targeting capital equipment decision-makers at hospitals and surgical centers. This is a conservative, risk averse group - slow adopters of change. As a result, they are looking for providers that they feel confident trusting, who seem both expert and dependable. Buying and selling makes them vulnerable, they need to feel protected, looked out for. They need to be reassured that Handle has their back and best interests at heart.

The Brand
Handle makes life easier for our customers. We create valuable connections and manage logistics, taking things off our customers plates and making complex processes seamless. Handle is all about finding ways to make the process smoother, faster, cheaper for our users.

Because we operate in the payments space, and because much of our product comes from the secondary market, transparency and trust are paramount. Ours is a relationship-driven business, we thrive on partnership, service, and collaboration. We win on integrity, reputation.

In a category that tends to be very transactional, focused on the bottom line, Handle is a far more human company. We are caring, empathetic, even idealistic. We are in this to create change, to have a positive impact on health care. In short, we’re purpose-driven.
We exist to ensure every provider is properly resourced, all of the time.

Reasons-to-believe
• We are trusted partners of the very best - Cleveland Clinic, Johns Hopkins, etc.
• We alone provide guaranteed protection for buyers and sellers
• Handle was founded by healthcare pros, for healthcare pros. We know the system.

Brand Character
Innovative: We are pioneering, leveraging tech and constantly iterating and improving.
Empathetic: We have been in our customers shoes, we know the challenges and want to help.
Trustworthy: Integrity first. The stakes are too high to do anything but the right thing, always.
Motivated: Resourcefulness is a core value. We are hungry and scrappy. We’ll do whatever is necessary to provide a better experience for our employees, customers, and partners.
Other Considerations
• We should develop an identity system that can accommodate new sub-brands i.e. Handle Capital
• One of the benefits of Handle’s offering is environmental - we reduce waste by keeping product in use and out of landfill. While not the primary purchase driver, nor unique, this green element is important to us and is part of the overall value proposition.

The primary emotional take-away we want to be around notions of trusted, dependable, protection, expertise, etc, we'd like to strive for a mark that feels more authoritative, confident, deliberate, etc. While we are a start-up company, we want to engender confidence. So we want to be modern, but not young. Easy but not simple. We will trade off some friendliness for some robustness.

We would love to see some examples with an icon that creates a 'shield' shape with the H at the beginning. Either embedded in the logo or separate.