HEALTHY SYSTEM © MEDICAL CLINICS BRANDING AND POSITIONING
HEALTHY SYSTEM © MEDICAL CLINICS BRANDING AND POSITIONING
SERVICES
Developed brand positioning and strategy. Defined the key communication idea of the brand. Changed the name. Developed an identification system: slogan, logo, and corporate style. Prepared a guideline: standards and brand style guide.
TASKS AND SOLUTIONS
The goal was to create a modern, relevant style for a classic, multidisciplinary medical clinic that would reflect the level of recent positive changes — a new chapter in the life of one of the clinics in the brand portfolio: new equipment, new staff, new image, new name. Additionally, the goal was to expand the brand family of already existing clinics by developing a serial, consistent design that clearly indicates the affiliation of the clinics to one another and allows for further development and application for any new directions of the company’s activities.
One of the most important criteria for evaluating the result was to remain clear, meaning using the visual codes of the medical category. For example, consistent use of blue and turquoise colors. At the same time, it was equally important to stand out.
Therefore, we developed an ascetic identity. Medically clean. Neat. With attention to detail. With aesthetics in the details. We added a pink tint and created a complex gradient to emphasize the emotional message of the clinic's brand — the trustworthy dialogue between doctor and patient.
GEEK © Branding agency where design meets strategy
www.wearegeek.ru | design@wearegeek.ru
ABOUT THE PROJECT
A clinic with ambitious plans for the future has engaged strong doctors for its development and aims to build reputational capital to secure its prominent place in the medical market by leveraging the following advantages:
1/ Strong ultrasound diagnostics
2/ Specialized therapeutic areas (gastroenterologists, rheumatologists, and others)
3/ Balance of price and value. Consultations lasting 2-3 times longer while maintaining reasonable costs
4/ One-day outpatient surgery
The clinic seeks a light, yet businesslike and professional spirit.
CORE IDETTITY IDEA
Rational advantages are a must-have. But what about emotional ones?
Upon developing the foundational points for building the clinic's brand, it became clear that the service component is very important. It's not only about what services are provided but also how they are delivered.
The clinic combines approaches involving the formation of specialist consortia and transferring patients from one specialist to another. This means comprehensive clinical thinking by several related specialists simultaneously, resulting in minimal time and maximum outcomes for resolving health issues.
Thanks to this approach, patients can perceive competent support from doctors and a committed approach from the clinic.
Doctor-patient dialogue and trust are vital elements. After all, everything in our world is done by people for people.
LOGO DESIGN IDEA
Despite its simplicity, the symbol has several interpretations:
1/ Two parts of a whole – the doctor and the patient, united by their collaborative work.
2/ Surrounding health questions with the care of finding solutions.
3/ Medicine 360° – a comprehensive, in-depth approach to identifying problems and choosing effective solutions.
VERBAL ELEMENTS
Based on the key idea, we developed the name, descriptor, slogan, and brand manifesto.
This allowed us to emphasize the values and vision of the clinic.
IDENTITY
The design system is built on universally accepted constants: a logo with an emblem, the rendering of the name, fonts, color codes, photo and iconography, as well as the layout and composition style of design templates.
The brand style is developed to address both conservative tasks and more creative ones: to design merchandise, printed materials, and physical spaces, as well as to qualitatively enhance offline and digital communications for the medical clinic brand.
Therefore, the created identity includes both basic design templates, such as documentation packets, posters, signs, and web materials, as well as non-trivial items like merchandise and stickers.
