Design strategy and identity system for global private hospital group brand alignment

Brand strategy / design strategy / communications strategy / visual identity / design system and guidelines / creative direction


International private hospital group with operations in South Africa, Namibia, Switzerland and the United Arab Emirates, Mediclinic, tasked my agency with the defragmentation of their existing brand, communications and messaging system.


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

We architected and directed an exhaustive nationwide brand audit across the entire organisation; identified, segmented and organised the communications and messaging hierarchy, removed overlaps and redundant messaging, communications and material, and developed a new brand communications system around a newly-profiled range of audience groups. The new strategy and design system managed targeted messaging to the range of audience segments in an aligned and cohesive manner.


I directed the internal design studio and external agencies in their management of corporate brand and advertising campaigns.