Priority Air Ambulance, a subsidiary of KEA Ltd.


    • Brand Strategy
    • Brand Identity
    • Web Design (UX/UI)
    • Marketing Design

Designing a Brand and Digitizing the Service Model for a Seamless Customer Experience.

This project shows my ability as a Visual Designer to manage the complexities of a full-scale brand and experience strategy. Involving users and supporting many interdisciplinary functions in our team to fully digitize a service model. I was tasked with the product design for Priority Air Ambulance – taking the product owner’s idea from vision, to realizing a fully functional end product.

My Direct Contributions Included:

  • Conducting design research, analysis and conceptual work.
  • Producing all branding deliverables including identity and strategy
  • Web design including architecture, wireframes, flows, system modals and high fidelity UI designs
  • Designing communication materials such as data infographics, presentations and campaigns
  • Supporting the product owner and technical lead in emerging system requirements, designed and maintained the product road map

What problem are we solving?

Priority Air Ambulance provides advanced trauma care to critically injured patients through a state-of-the-art helicopter air ambulance service. The start-up adopts a subscription-based membership model; focusing on building long-term customer value and digitizing the entire process of member acquisition, member onboarding and after service. Priority Air Ambulance fully digitizes their service model to deliver a smooth and efficient customer experience.

Buy Priority Air Ambulance Membership

First things first; Understand the context and target market

I started by designing the branding strategy and identity as this would shape the design decisions that followed. Understanding and defining the target market, key brand attributes, values, competitors, positioning and unique selling points was important to avoid costly mistakes later. Through participatory design workshops with the stakeholders we identified the:

  • Key brand attributes
  • Target market segments and researched them to uncover further insights
  • Key competitors, value proposition, unique selling points and brand positioning

We identified key consumer motivators and began to shape the strategy to move forward with. The key motivators could be summarized as below:

  • Target segment 1 – Individuals and Families: Concern for personal safety and that of loved ones due to poor medical infrastructure and systems, especially emergency response.
  • Target segment 2 – Organizations: A need to ensure staff safety for operations in high-risk areas with a competent provider

Funneling the insight into brand identity

I then transformed the consumer insights into 3 main associations for the brand to convey through its visual and verbal threads:

  • Inspire confidence in the emergency response and aftercare through authentic and knowledgeable visual and verbal communication
  • Convey an agile and rapid response
  • Evoke a sense of compassion, familiarity and trust

I designed the logo and chose visual language that corresponded with the insight for the graphic synthesis, color, typography, imagery and tone of voice.

As I presented and evaluated the concepts with the clients and users, I used a combination of internal stakeholder evaluations and online surveys with the target market to test different branding concepts before zeroing in on the final concept.

Branding Communication Materials

  • Signage
  • Advertising banners
  • Business stationery
  • Brochures and fliers


Social media accounts

Sourced and supervised production of branded flight suits

Designing the web shop and onboarding

The web shop would sell membership subscriptions and need to support 4 user types:

  • The member who subscribes to the service
  • The affiliate who markets and resells the service to customers
  • The operational back office / administration
  • The donor

To create a relevant and intuitive journey for each user we mapped out the system and created different user stories to help emerge functional requirements.
Then I focused on the different user goals and used recognized design patterns for the interface design to provide an intuitive experience.

Together with the tech lead, we made various considerations for system functionality to balance business objectives, design and development constraints and the different user needs. For example, coming up with a cost and time friendly solution to securely handle and store personal medical data without compromising the user experience.

Testing and User Involvement

I conducted a 2 user testing sessions and 2 focus groups aimed at co-creation and getting user/stakeholder feedback at different stages of the design process.

  • Scheduling focus groups and user tests
  • Conducting the co-creation workshops
  • Planning, preparation and facilitation of the sessions
  • Documenting and implementation findings
  • Planning and facilitating follow-up sessions

The experience strategy and future plans

The user experience strategy focuses on 3 core areas:

Providing Incentives to Subscribe

This focused on getting the target group to feel compelled enough to subscribe to an emergency service that they would not necessarily use day-to-day. Our strategy focused on marketing the past deep experience of the partners and drawing on the target user’s preventative, cautious and responsible attributes. We crafted the message to focus on a proactive and preventative target audience. We also positioned ourselves as unique and highly capable.

Section No. 2

Seamless and Comprehensive Onboarding

Since the onboarding was more complex than a typical product subscription, it needed to be as intuitive as possible to avoid frustrating users and them abandoning the process. I used recognizable design patterns and conducted user tests at different stages to ensure minimal barriers to completing the onboarding.

Delivering continual value

To retain members and avoid cancellations we designed alternative ways to provide tangible value to them since they will not typically use the service on a day-to-day basis. We focused on a drip campaign strategy that would utilize key communication platforms. From an engaging onboarding campaign to provide start-up materials, to continual content that addressed different consumer pain points or points of interest throughout the member’s lifetime with us.

I continue to work with Priority Air Ambulance towards the launch and in support of this strategy and role to date.

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