Mediclinic
Design strategy, brand architecture, messaging matrix and new identity system and rollout for global private hospital group

International private hospital group with operations in South Africa, Namibia, Switzerland and the United Arab Emirates. Mediclinic required defragmentation, re-alignment and re-design of their existing brand, communications and messaging system.

This involved aligning the wide range of communications to their brand strategy and the creation of a simplified, aligned and refined design system with templates and guidelines. This was a two-year project that preceded the global rebrand project undertaken by Landor, London.

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An exhaustive nationwide brand audit across the entire organisation helped us identify, segment and organise. This created the brand architecture and messaging matrix based on the actual communications needs of the company. We removed off-strategy messaging and communications material, and developed a new communications system around a newly-profiled range of audience groups. 

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I directed the internal design studio and external agencies in their management of corporate brand and advertising campaigns. This formed an interim project that was handed to Landor for the global rebrand.

Brand and communications audit

..................................................................Gap analysis

..................................................................Design strategy

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Communications and messaging matrix

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Brand architecture

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Brand communications design

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Design system & guidelines

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Creative direction of in-house studio