With an established reputation and over 40 years of experience in healthcare,
Narshai Medical Centre is a General Practitioner Centre in South Africa. Our
partnership began when I was asked to offer photography services for the
business. Our relationship grew into a broader design development when I was
asked to create an integral solution to elevate their brand, including visual and
product design.
The old brand design was outdated and lacked innovation to set them apart from the rest. Their mission is to continuously aims to reach for better than yesterday while keeping their clients' healthcare as priority.
overview
Promoting Trust in an Experienced Medical Brand
Brand Strategy
Brand Positioning
Brand Values
Brand Identity Design
Brand Tone of Voice
Design System
Brand Guideline
Visual & Digital Design
Digital and Print Design
Brand Collateral
Product Design
SERVICES PROVIDED
General Practitioner | Medical
industry
Information
One of the goals of the company was to maintain and increase customers but
still ensure efficiency in administrative processes especially with practices in
three different locations. This was established by implementing a patient card,
elevating user experience for each patient, improved their administration process
and therefore, subsequent processes that followed, especially considering they
operate in three different locations.
Feedback was obtained from patients who said the new design were more
recognizable and memorable.
Improving Administrative Processes
Simplified User Journey
One of the challenges was to understand the profound attachment their patients have towards their African culture. With this in mind, ensuring the design refrained from traditional African medicine and was culturally appropriate.
The mood board and brand words for Narshai Medical Centre created highlighting their core values as a business and their patient experiences.
Balancing Design and Cultural Traditions
Family
Passionate
Bold
Professional
Compassionate
Uplifting
Inspiration and Concept
Nurturing
Teamwork
Integrity
The approach for the stationery and signage was simple, direct and easy-to-read. The colors and typeface added contrast, which complimented with a less is more approach.
The ECG lines allowed for separation of the different locations for which their practices are located. This made for a simple use of the stationery across all branches.
To increase marketing awareness, I was approached to translate the brand into a tangible - a tote bag. The goal was to create a functional, aesthetically pleasing design that resonated with their clients and maintain the brands consistency. Through an iterative process of experimenting with different fabrics, colors and printing techniques, a reusable, durable and practical product was created. After the initial designs were finalized, the prototypes were tested with employees to ensure visual impact, usability and brand alignment. Feedback was incorporated to ensure the final design met the goals of this.
Sustainability in mind when designing the tote, so that the users could reuse and
repurpose the fabric bag, with minimal effects on the environment.
Marketing through Product Design
Enhancing Brand Awareness
The results in the tangible product was a seamless extension of the brand, adapting into a tangible product that provided their clients with a product that can be used daily. This design maintained brand consistency and enhanced brand presence.
OUTCOME
20%
Increased brand awareness