The management team feels that Donna Medical Center has reached an important point in its evolution, which requires more clarity in brand communication, a relevant positioning in the minds of its audiences, as well as consistency and freshness in its visual identity, that should all reflect the value accumulated over the years.
An agile branding solution
5, 4, 3, 2...1 START!
Transformation in women's health care
Donna Medical Center
Founded in 2011 by a woman, Doctor of Medical Science, Donna Medical Center is a private clinic dedicated to women's health care.
In these ten years of activity, Dr. Elena-Claudia Teodorescu’s passion and dedication nurtured her dream of creating a warm, intimate place, where every woman can benefit from evaluation and care at the highest standards in this field. This has been the driving force behind the clinic's activity and business, and all the efforts paid off judging by its reputation.
The Brand Idea
The in-depth interviews with customers / patients have revealed that one of the main benefits Donna offers to them is empowerment to take health into their own hands. They perceive this awareness of the role and involvement of the patient in his health care as a differentiator for Donna in the category of private medical services in Romania. Considering the transformations in the global medical industry that emphasize the partnership between doctor and patient and the development of customer centric organizations, this differentiator becomes central in defining Donna's positioning and underlies the brand idea of being in control of one's own health. Thus Donna’s brand promise was born as suggestively expressed in the tagline You are in control of your health.
To speed up the transition to the new identity, we created a visual platform in which we exemplified different types of materials used in brand communication, from stationery to presentation brochure, social media templates and website design. At the same time, we have developed an extensive brand guide to help Donna’s team ensure consistency in future implementation of the visual identity.
Our involvement in the project materialized through:
\ Clarifying the brand strategy and defining its positioning
\ A relevant brand promise expressed through the slogan
\ Formulation of the strategic narrative of the brand
\ A visual identity connected to Donna's purpose
\ A coherent creative platform
\ Visual differentiation of the new business direction - Center for Advanced Imaging
\ Marking Donna's 10 years of activity with an anniversary logo