BACKGROUND

The opening of the first multidisciplinary hospital in Healthcare City Dubai. In line with the contemporary healthcare requirements of the UAE and in anticipation of the predicted healthcare needs of the region in the future, the Hospital has been designed as a state-of-the-art, fully equipped, multidisciplinary modern hospital which facilitates world-class healthcare and hospitality.

Following a name change from Welcare and joint ownership of Varkey Group and Medi Clinic South Africa, the fledgling brand was to be created reflecting the international integrity of Medi Clinic.

The client wished a new look and feel to be different for the medical sector, creatively edgy and position the company from all MENA region competitors.

STRATEGIC

As a new hospital, the communications programme that had to appeal across the many multinational communities of Dubai UAE, and immediately place the hospital in the consumers mind as the serious player of healthcare.

Naming the City Hospital was chosen as the verbal articulation of the brand, being the first hospital in Healthcare City, at the same time taking ownership of the name to leverage position as the hospital of Dubai.

Strap line was further developed of serious about health.

CREATIVE SOLUTION

To create a highly flexible device that may be executed across all brand touch points.

The identity mark was created of touch and continual circles of science and healthcare that may embrace and touch a person across all cultures visually and spiritually in a continual brand message.

Brand guidelines and advertising templates were then designed for the launch of the hospital and full communications role out. Immediately successful and set as the new pioneering medical hospital brand of Dubai.