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

I 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.