Polmed
Branding of a network of medical facilities awarded at the Rebrand Global Award 2012 competition
About Polmed and the branding task
Polmed operates on the medical market, offering 24/7 medical care on a subscription basis. When we implemented a deep brand lifting project for Polmed – a network of medical facilities associating almost 2,200 medical entities was at a time of dynamic development, just before entering the stock exchange. The expectations of the owners were clear – we want to distinguish the brand from strong competitors (Luxmed, Medicover) and create a basis for gaining a strong market position.
Polmed before rebranding
The brand’s communication was very simple – it was based on showing the family and the doctor, and the materials saturated with a huge amount of content were not legible for patients.
New brand identity and KeyVisual concept
A key idea behind the visual style was to portray doctors as superheroes.
The doctor in our concept has the characteristics of a superhero: he has knowledge, skills inaccessible to ordinary mortals (healing ability) and superhuman endurance (he finds a solution in difficult situations). Based on this assumption, we gave the doctors an element characteristic of Marvel superheroes, i.e. capes and attributes of their specialization.
The entire concept could not be complete without the “superpolmed” symbol – based on the superman symbol. It turned out to be extremely adaptable to individual images and materials.
In the verbal layer, we referred to Polmed’s super promise, that is, unlike other chains, you can quickly and easily schedule a doctor’s appointment at Polmed – with any specialist.
Research concepts
In the strategic and creative process, we developed 3 creative lines. We did not change the graphic symbol, and we added orange to the leading blue color of the brand in order to liven up the brand perception.
In the graphic layer, the styles differed in the way the attributes of superheroes, or superdoctors, were presented.
Market research indicated to us that the key advantage was “accessibility” and the speed of a visit to the doctor.
Codification or building a Brandguide
Once we have created the right amount of materials, we can use them to show how to properly develop a brand style while maintaining its key features. For Polmed, we have developed a brand guide so that other suppliers can develop the brand in a consistent way.
Usable materials for Superdoctors
As part of the rebranding project, we implemented the brand’s key visuals for commercial printing (a package necessary for the daily operation of medical facilities), developed offer presentations of subscriptions for companies and a set of information materials and guides for Patients. Depending on the type of medium, we selected the image and title so that it was consistent with the assumed communication strategy.
Signage of medical facilities
We began work on the signage of the facilities with an audit of the media and needs in a model facility. Then we developed conceptual sketches, selected the media sizes and materials, and finally were able to design the translation of the visual style into the signage.
We designed both external media (directional boards, billboards, building markings) and internal media (boards, room markings, office interiors, posters, etc.).
After developing the reference documentation, we made adaptations for several types most commonly found in Polmed.
Design and implementation of websites
In the branding process, we created clickable prototypes and designed a website in two versions. The first was aimed at Patients and enabled quick contact, access to all key information for the Patient and allowed them to book a visit. The second part was aimed at stock market investors (hence the “red suspenders” on the doctor from the main key visual).
Recipe for success
Rebrand 100 – Global Awards 2012
Our comprehensive, consistent and original approach to creating the Polmed brand identification project was the basis for awarding us a special distinction for our work. The REBRAND™ Chapter, consisting of experts from practically all continents, appreciated the joint work of the Client’s team and ours by awarding us the prestigious Rebrand Global Award 2012.
Result of the procedure
We have created a unique identity and visual identification of the brand of the most dynamically developing network of medical facilities in Poland.
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