Leadership Advisory

The clear opportunity was the muddled, mundane and dated nature of businesses in this highly specialised sector, with competitors invariably looking like each other. The previous brand, Wavelength, fitted this state of play: safe but forgettable. The refresh was a chance to reinterpret how this service is seen.

Neurogenesis gave us a fresh angle. Recent research shows that, unlike what was once believed, the brain creates about 700 new neurons each day in the hippocampus, which is responsible for learning and memory. Naming the brand 700 connects this scientific fact with an emotional message: every day brings a chance to grow.

The new design language leaned into the science behind the name, with the 700 wordmark at its core. The identity is designed to be highly flexible in its storytelling; a bespoke 700 bitmap treatment that turns photographs of staff and workshop attendees into unique brand assets. Whimsical doodles taken from workshops were digitised and set against simple graphic iconography. On-screen presentations move and radiate colour like a brain scan. The identity now has energy and adaptability across every touchpoint.

The new brand gives 700 a confident, distinctive voice and a more credible presence in the market, while helping to explain complex ideas and services. The brand relaunch helped the business push into the wider Australian market, capturing new healthcare opportunities while maintaining its presence in New Zealand.