Donna Medical Center

The Business Challenge

In the 10 years of activity, the passion and dedication of the founder of Donna Medical Center, Elena-Claudia Teodorescu, Doctor of Medical Sciences, have been put at the service of her dream of creating a warm, intimate place where every woman can benefit from the best experience of health assessment and care. This has been the engine in the clinic's work and in business, and recognition of the efforts was not long in coming.

Having reached an important point in its evolution, the Donna Medical Center brand needed more clarity in communication, a relevant positioning in the minds of its audiences, as well as an update of its visual identity, in order to affirm its value accumulated over all these years.

Branding solution

Through a brand audit, we set out to discover Donna's story from both an internal, management and team perspective, as well as from an external, customer and industry perspective. What we learned helped us clarify the brand strategy, thus building its positioning in the category and visual identity that gives it life.

Brand Fundamentals

Following the workshop conducted with Donna's management team, interviews with several team members (doctors and administrative staff) and with different types of clients, we managed to harmonize the two perspectives, internal and external, and articulate the fundamental elements that define the brand - the purpose, vision, principles that guide the team members in their actions This is reflected in their behavior. They lay the foundation for Donna's brand strategy and human story.

The idea of the brand

From in-depth interviews with clients/patients Donna revealed that one of the main benefits offered to them is the power to take their health into their own hands. They perceive this awareness of the patient's role and involvement in their health care as differentiating Donna in the category of private medical services in Romania. In the context of transformations in the global healthcare industry, which focus on doctor-patient partnerships and building customer-centric organizations, this differentiator becomes central to defining Donna's positioning and underpins the brand's idea of being in control of one's own health. Thus is born the promise of the Donna brand expressed suggestively in the slogan You are master of your health.
The name Veruvis is an invented word that resulted from the combination of the two plans that make possible the transformative experience promised by the brand, namely that of science and continuous learning required in the process, by association with the term “erudit” derived from the Latin language (erudire = to learn), and that of the human support provided throughout its journey, by alluding to the word “herudit” “cheruvim” comes from the Slavic language (cheruvim = guardian angel).

Visual identity

The created symbol has multiple meanings. For Donna's clients, health is the most precious diamond, which doctors carefully protect and cherish. At the same time, the star represents the excellence, training and professionalism of doctors who continuously specialize, and the whole symbol evokes the holistic approach and respect for the client, the empathetic involvement of Donna's staff.

The resulting logo thus combines the two concepts: human care and expertise of specialists. The identity uses a special letter family - SangBleu Sans, which conveys both feminine elegance and medical precision.

Creative platform

To accelerate the transition to the new identity, we created a visual platform where we exemplified the different types of materials used in brand communication, from stationery to presentation brochures, social media templates and website design. At the same time, we have developed an extensive guide to identity usage rules to help the brand team ensure consistency in its future implementation.

Logo for a new business direction

The Advanced Imaging Center (CIA) is a new component in Donna's portfolio of services, conceived as a distinct business direction that addresses a different customer segment, broader than Donna's core audience. Therefore, the need arose to differentiate the CIA at the visual level and in communication.

The inspiration for the CIA logo came from the visual universe of imaging investigations and symbolizes the recognized accuracy with which they are performed within the Donna Clinic. At the same time, the CIA logo keeps in touch with the identity of the Donna master brand by using common elements - letter character, colors, the star in the symbol.

Anniversary logo

On the 10th anniversary of its activity, Donna wanted to mark this important moment in its evolution with an anniversary logo dropped from the new visual identity.