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01Introduction

Rapha Home Health

Logo, brochures and website, from one place.

A brand engagement for Rapha Home Health LLC, a home health provider in Houston, Texas. The identity, the printed material and the website, built as one piece of work rather than three separate jobs handed between people.

  • 1–2 daysTurnaround per roundClient-reported
  • Sign-offBefore any invoiceClient-reported
  • ReferralHow the work arrivedClient-reported
  • Origin
    Client engagement
  • Role
    Brand Identity, Print & Web Design
  • Scope
    Logo, brochures, website
  • Industry
    Home health
The identity, in place
02Constraints

What a home health brandhas to survive.

None of these are stylistic. Each one removes options a brand for a different kind of business could have taken.

  • Print is final

    A brochure cannot be corrected after the run. Once it is printed, the colour, the type sizes and the wording are fixed for as long as the box lasts. That makes print the format that sets the standard, and the screen work the one that has to match it, not the other way round.

  • The mark leaves the screen

    Healthcare paperwork is still printed, faxed, stamped and embroidered. A mark that only holds in full colour at large sizes stops working the moment it meets a referral form or a uniform, which is most of the places this one has to appear.

  • The reader is not the patient

    Home health is usually chosen by an adult child or arranged by a discharge planner. The same material has to be legible to an older reader and credible to a professional one, and those two are not asking the same question.

  • Outcomes cannot be promised

    A healthcare provider cannot advertise results. Confidence has to be built through tone, restraint and consistency, because the one shortcut every other industry uses, claiming what you achieve. Is closed.

03Three decisions

Three decisions, andwhat each one cost.

Each of these is visible in the delivered work, and each one closed something off.

  1. 01

    A heart, built out of hands

    The mark reads as a heart at a glance and resolves into two hands meeting. It says care and it says two people, which is what home health is: someone in the house, not a building you are admitted to.

    The trade-off

    A heart is the most used shape in healthcare. Choosing it means accepting that the mark will not be what distinguishes Rapha at a glance. The distinction had to go into the colour and the consistency instead, and for a provider a family finds through a referral, a mark that reads instantly as care is worth more than one that is original and needs explaining.

    The card, front and back: the mark at the smallest size it is printed at
  2. 02

    RaphaHealth, not Rapha Home Health LLC

    The legal entity is Rapha Home Health LLC. The brand speaks as RaphaHealth: short enough to say on a phone call, and short enough to set at the sizes the mark actually has to hold at.

    The trade-off

    Two names in circulation is a real cost. The legal name still has to appear on contracts, licensing and insurance paperwork, so anyone who meets the documents before they meet the brand meets two versions of the same company.

    The letterhead: the mark again as a watermark, at the other end of the size range
  3. 03

    Healing begins at home

    The tagline does the job the mark cannot: it names which kind of care this is. Home health competes against facilities, and the line states the difference instead of describing quality, which is also the one thing a healthcare provider is allowed to say.

    The trade-off

    It commits the business to one service line. If Rapha ever adds clinic-based care the line stops being true, and a tagline that has already been printed and installed is expensive to retire.

    The standee: the tagline at the size it is read from across a room
04The pieces

One identity, andthe places it has to hold.

A home health brand is not met on a screen first. It is met on a doorstep and in a waiting room, printed, at a size somebody chose months earlier and cannot take back.

  • The flyer: one side, and everything a referrer checks is on it
    Service flyer

    Print is the half of this brand that cannot be corrected after it ships. Once a run is printed the type sizes, the colour and the wording are fixed for as long as the box lasts, which is what makes print the format that sets the standard, and the screen work the one that has to match it. Everything a referrer checks is on one side: accreditation, the four services, the infusion partner, and a QR that goes straight to the referral form.

  • The sticker: the mark, a number, and a QR, and nothing else
    Referral sticker

    The piece that stays. A card goes into a drawer and a flyer goes into a bin, but a sticker on a door or a fridge is still there months later, which makes it the most-seen thing in the system and the one that has to work at a glance from across a room. So it carries three things and nothing else: the mark, the number, and a QR that opens the referral form.

  • The badge: the brand at the door, before anybody speaks
    ID badge

    The badge is the brand at the door, on a stranger the family has never met, in the ten seconds before anybody speaks. So the front carries the mark, the name and the role and stops there, and the back carries what the company actually does: the same service list the card back carries, because the badge is often the only piece a patient holds long enough to read.

  • Cover, and the inside with its pocket
    Patient welcome folder

    The folder is what stays in the house after the first visit ends. It has to survive being put down on a kitchen table and picked up a week later by somebody who was not in the room, which is why the cover states the offer in the same words the standee uses rather than saying welcome, and why the number is on the outside.

These are design renders, not photographs of printed pieces. The environment shot in the first chapter is a render too, and is labelled as one.

05The website

The identity, asked to holdwithout paper to help it.

Delivered

The website was designed and delivered as part of the same engagement. It is the one surface where none of print’s advantages apply: no stock, no ink, no size fixed at the moment of printing, and a reader who can leave in a second rather than put a card in a pocket.

The lockup sits at the top exactly as it does on the card and the standee, with the tagline in green beneath it, and the services break into the same kind of outlined card the flyer uses. Somebody who met this brand on a doorstep meets the same one here.

The referral number is in the header and again in the contact panel at the foot, and Medicare certification is given a section of its own rather than a line in a list: those being the two things a family checks before they read anything else.

The hero: the lockup, the number, and the room the work happens in
06How it ran

Referral in,sign-off before invoice.

Every step below is taken from the client’s own account of the engagement, quoted in full in the next chapter. It is included because it is the part he chose to write about.

  1. 01

    Arrived by referral

    Introduced by the client’s brother. No pitch round, no proposal shortlist.

  2. 02

    Logo first

    The identity before anything that would inherit from it. Everything after this step is an application of this step.

  3. 03

    Brochures

    Print, where the decisions stop being reversible.

  4. 04

    Website

    The same system on screen, recognisably the thing that was handed over on paper.

  5. 05

    Sign-off, then invoice

    Satisfaction confirmed before billing: the client named this as the thing that stood out.

Turnaround across these steps was one to two business days, in the client’s words. That is his measurement of us, not ours.

07The client

The client’s ownaccount of it.

Orvexiq Labs was referred by my brother for my home health company, RaphaHealth, based in Houston, Texas. From logo development to brochures and website design, everything was handled exceptionally well. What stood out the most was their accessibility and responsiveness. They are easy to reach and consistently deliver a turnaround time of just 1-2 business days. They also ensure complete client satisfaction before invoicing, which reflects their integrity and professionalism. Highly recommended!
Aahil KhowajaChief Executive Officer, Rapha Home Health LLCClient reported

Supplied by the client and approved for publication. It establishes how the engagement ran: responsiveness, turnaround, sign-off before invoicing. It does not measure what the brand achieved, and nothing on this page claims that it does.

08What it amounts to

What was delivered,and what it does not prove.

Three columns, three different kinds of evidence, and they are labelled, because a delivery list and a business result are not the same claim.

  • DeliveredObserved
    • The mark and the identity system around it
    • Stationery: business card, letterhead and envelope
    • Brochure, print-ready
    • Patient welcome folder with a die-cut pocket
    • Fridge magnet, appointment card and ID badge
    • Panaflex banner and pull-up standee
    • The website design
  • How it ranClient reported
    • One-to-two business day turnaround, in the client’s words
    • Client sign-off before invoicing
    • The engagement arrived by referral
  • What we would measureHypothesis
    • Enquiries traceable to the brochure, against the period before it existed
    • Whether staff apply the identity correctly without being asked to
    • Whether the site is still current a year on, or has drifted

This is a record of what was delivered and a client’s account of how it was delivered. It is not a measured business outcome, and nothing here is presented as one.