Empowering intelligent healthcare.

Magentus (F.K.A. Citadel Health) is a global health-technology company with deep expertise across clinical systems, practice management and health informatics (data). In other words, their digital products touch nearly every part of the patient journey.

Following a slew of recent acquisitions and NHS hospital contracts that plug their products into over 60% of the UK health system, they needed to unify and restructure at scale.

SomeOne was engaged to develop a full-service visual & verbal brand system that could elevate the business and set a course for international growth.


Transform Awards ANZ 2023

GOLD • Best naming strategy (new name)
GOLD • Best visual identity (Healthcare & Pharmaceuticals)
SILVER • Best use of a visual property

a picture of health

Healthcare is undergoing a seismic shift, and the global health system is under immense strain. And while practitioners go above and beyond to deliver quality care for patients; inequitable access to data, outdated processes and disconnected systems hinder even the most heroic human efforts.

Introducing Magentus. A global tech company with deep expertise across clinical systems, on a mission to improve the health of humanity by better-connecting clinicians through data-powered technology.

Previously operating as a mix of organisations, there was a need to develop a new brand to unify and restructure from the top down, ensuring internal alignment across the different teams and consistent integration at every brand touchpoint.

The new verbal & visual systems not only join up all facets of the business but have better connected internal teams, opening up communication and building community for hundreds of employees across the world.

With the platform of ‘empowering intelligent healthcare’ we developed a rich, moving BrandWorld that combines tactile CGI representations of their product attributes (technology) and warm human imagery in photography and illustration (healthcare) — all washed in rich Magenta tones designed to enhance brand recall with the new name.

Tom DabnerCreative Director & Partner

a new name, a new beginning

Magentus is a portmanteau of ‘magenta’ (a distinctive colour closely associated with medical imaging), ‘genomics’ and ‘us’.

Each of these components also plays a part in the formation of the quick-to-recognise symbol in the logo.

Togetherness is reflected by integrated arcs that form a stylised take on a section of DNA as well as a star — a guiding light set to lead the way in modern healthcare.

Michelle JinSenior Designer

The new product framework takes cues from the brandmark, using overlapping forms to create abstract depictions of product offerings — from pathology to radiology and maternity software. Using this foundation, we realigned all existing and upcoming products into one cohesive portfolio.

The suite of 3D forms was developed in collaboration with motion artist Alex Johnson. Each one visually expresses key attributes of Magentus’ product offering, coming to life bathed in magenta light.

Whether static or in motion, full or cropped, they provide endless opportunities for brand expression.

This same ‘light’ shines through every aspect of the BrandWorld, from photography grading to the overlap in iconography and tonal approach to bespoke illustrations — employed to dial up the humanity in the identity.

Thanks to the ‘pathfinder’ team at Magentus — Kenn, Lucas, Amy, Anne Marie, Ben, Gareth and David.

SomeOne Team.
Tom Dabner — Creative Director
Rebecca Bosustow — Client Services Director
Michelle Jin — Senior Designer
Julien Bertouille — Senior Designer