Our brand

Design principles

We want every interaction with DRG to be designed to give our customers a memorable and positive experience.

Therefore, design plays an important part in everything we do and is much more than how something looks. It’s how it works and how it feels. At DRG, designing a great experience for our customers is the shared responsibility of everyone in the organization. Our design principles help to guide our whole organization’s design decision-making.


Customers come first

Having happy and satisfied customers is vital to the success of the company. Understanding our customers and the problems they face guides us to the best possible design solutions. 

Tips for being customer-focussed

  • Know who you are designing for – begin with an understanding of who you are designing for, and the problem you are trying to solve for them. Where possible, speak to them directly, or seek the information from direct customer contacts. 
  • Use data to understand behavior – we gather lots of data on our clients through our product and marketing platforms. Use this data to analyze our clients’ behavior to help inform your design decisions. 
  • Think about the whole client journey – whatever you are designing will rarely be seen in isolation but will be part of a wider client journey that involves many interactions with DRG. Always be aware of how your work fits in to the overall experience.

Clarity from complexity

We take the complex world of healthcare and make it easier for our customers to digest and make decisions. Our design mentality reflects this – our designs provide clarity by making complex ideas easier to understand.

Tips for providing clarity

  • Do not overwhelm – the more you include the less chance our customers have of understanding the message. Take the time to understand the key information that a customer needs at that point in their experience and only include what is necessary.
  • Create visual clarity – organize and layer information, and visuals, in a manner that it reflects their importance. Create a visual hierarchy through size, scale, color, and density in order to guide the client through a page.
  • Avoid jargon – we have lots of acronyms, internal divisions and legacy product names that customers are unlikely to know or understand. Let’s try to avoid using these and keep our language clear, precise and concise. 

Consistency is key

Being consistent in the way we design things benefits both our customers and us. Our customers know what to expect whenever they interact with us, and we save time and effort not having to design the same thing multiple times.

Tips for being consistent

  • Follow our identity guidelines – our choice of fonts, colors, images and icons have been designed to help portray our core brand personality. By following these you will help to create a consistent, professional brand and build trust with our customers.
  • Write using our voice – the language and tone you use influences how our customers perceive us. Be consistent in the way we communicate by following our voice guidelines.
  • Use our approved resources – there is no need to create everything from scratch. Search our resources area and use approved icons, images, logos and templates.