BrandingCreative DirectionDirecting
Brand strategy, brand architecture & visual communications

ID&B undertook the strategic brand alignment project in the South African territory for leading private global healthcare group Medi-Clinic. The process involved auditing, segmenting, defining, refining and standardizing the Medi-Clinic brand communication architecture as represented in nationwide communications across multiple media and platforms. ID&B delivered a brand communication system, updated and standardized expandable design style effective in the communication of brand messaging. Project included: Brand audit & gap analysis • Segmentation of audience groups • Analysis of messaging needs per audience group • Segmentation of visual communications types • Information hierarchies • Analysis, evaluation & refinement of brand assets • Co-branding & endorsement system (53 hospitals) • Grid system & usage controls (multiple formats) • Design of templates for national roll out across all advertising and brand communications • Creative direction of internal design studio during implementation phase.

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