About QuicksortRX

QuicksortRX's SaaS solution helps empower health systems to make the best ordering decisions by providing transparency within the pharmacy supply chain.

Wow. That’s a mouthful. In layman's terms, they are a powerful solution for those who order medication for clinics and hospitals.

The Scope

Brand Strategy
Logo Development
Identity System Design
Web Design and Development
Social Media and Email assets
Digital and Print Assets

The Mission

I was brought in to help build a brand to match its mission, create awareness, and increase sales—all while starting from scratch with a fresh, new name.

After deciding to change the name of the organization—from AscendRX to QuicksortRX—the team needed a brand and identity to pique the interest of their target customers.

The Result

I helped QuicksortRX build a strong foundation for their organization’s brand. This has helped them hire more staff, find more prospects, and gain momentum in the pharmacy tech sector.

New Beginnings

The team decided to go in a completely new direction and change the organization's name. While the old brand had some strong peaks, it didn’t have didn’t have quite the foundation it needed.

Mostly though CEO Jonathan Yantis was just tired of correcting others pronunciation of AscendRX...

“No, it’s not Assen-drix.”

So we had a place to start. A simple, professional brand identity was essential for the fresh, new QuicksortRX to compete against a market of older, more “traditional” choices in the space.

Customer Empathy

From the outside, pharmacy supply chain managers appear to have a straightforward role: find the best medication prices for their hospitals and clinics, and order them. In reality, many of these folks live in 10-hour-a-day Excel-hell. Every day is spent jumping from task to task, fluidly slipping between sub-roles. They lack resources, time, and sleep, while their management frequently lacks patience. Understanding this frustration was key to building a brand to best interest them.

With two distinct customer personas in mind, the next step was to narrow the brand’s focus.

Identifying our identity

With clear guidelines in place, we built several concepts for the brand. This was our starting point for the brand’s overall aesthetic style. Credit to The Futur for their concept of Stylescapes.

Extrapolation and interpretation

After several meetings and back and forth, we settled on an overall style. The concept called Pond Lilies was the clear front runner. The calming colours along with fluid and water aesthetics fit the “end of the rushing river” mentality of many potential customers. With a concept locked in, it was time to build a logo.

Time to make logos

Logo construction is always a lengthy and iterative process. Subjectivity, recency bias, and competition similarities always mean extended research and revisions are necessary.

Fortunately, with such a strong initial concept the team was quickly happy with the first logo. Keeping with the simple, fluid style—a single droplet of water in the Q Lettermark logo tied everything together. A full wordmark gave us options on large and small scales.

Building a finished product

With a logo selected, everything else was slotted into place. Guidelines were built to ensure consistent branding for all future projects. This included everything from logo restrictions, typography, photographic suggestions, and sets of graphical assets. Check out the full brand guidelines!

Web presence

Building the website was an iterative process. With a short turnaround to the go-live date, an initial website containing a homepage, an about page, and a blog-style CMS page were the day-one asks. It was essential to ensure the initial content was clear, concise, and compelling, combined with illustrations to enhance the message.

This process began in late 2019 and finished in February 2020—unfortunate timing for a team with strong face-to-face skills.

Acknowledgements

This project would not have been possible without the level-headed guidance of Jacob Cleveland. It wouldn’t have ended up as beautiful without the invaluable aesthetic input of Tina Park, Michelle Claessens, and Andrew Chen. This case study’s copy would have been a bit of a mess without help from Dan Kalmar. And there would have been much more hair loss and general insanity without the excessive patience of Cat Marder.

Was digging through our old emails to track down assets and things from your (still super outstanding) branding project with us running on 4 years ago.. got a little nostalgic.

Matt Hebbard | VP Pharmacy | QuickSort RX
Email from August 2024