Abu Dhabi Telemedicine Centre

The voice of advanced medical technologies

About This Project

Abu Dhabi Telemedicine Centre (ADTC) provides high quality medical advice and treatment from doctors who diagnose and treat via the telephone. It is located in Abu Dhabi in the United Arab Emirates (UAE) and is part of Mubadala’s healthcare network. Telemedicine service is new in the UAE market hence the objective of the branding program was to build a relevant, motivating and trusted healthcare brand that would educate the target audience on the service and change deep-seated conventional perceptions of how quality healthcare is accessed.

The voice of advanced medical technologies


The strategy was build around perceiving ADTC as a new and smarter solution to manage personal healthcare; a trusted partner that patients turn to for medical advice at any time. The brand was positioned as a life enhancing partnership in healthcare and a source of reassurance to its patients.

Creative Solution

The identity is designed around the relationship and connection between the patients and doctors. The illustration in the mark reflects the conversation and advice aspect of the brand. The identity has a friendly, approachable and modern feel which are crucial elements in healthcare branding.

The primary colour palette of the brand comprises of turquoise and grey, turquoise helps with creating a strong association with healthcare and reflects healing, balance and tranquillity.


The telemedicine operation and brand was launched in 2014. The new strategy, positioning and identity system successfully  built awareness for the new brand and was rolled out on marketing touch-points such as advertising, PR, digital and environments. ADTC has grown to be a well-established and trusted healthcare brand in the UAE that is swiftly gaining a strong presence in the market.

Project Summary

Brand Audit

Brand Strategy

Brand Naming

Identity Design

Visual Tone of Voice

Corporate Communication Suite

Brand Guidelines

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