Their biggest challenge was that, whilst they are a large organisation and many of their hospitals were well known, the HCA UK brand itself didn’t mean much to people. The strategy is to build that equity, but how do you do that without a well defined brand? Answer: you can’t.
Taking a concept from digital agency SapientNitro, we developed the brand identity, honed brand definition, revised brand architecture, created messaging and defined a tone of voice to communicate the rational and emotional differentiators that set the brand apart. We worked with photographers to show ‘moments of care’ before creating detailed brand guidelines