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STARTING POINT
With more than 160 years working in Uruguay, the British Hospital is a well-known and prestigious institution.
As it often happens, they realized that many of their communication materials followed different criteria: different brand versions, typography, similar colors, but not the same. All this made them see the need to reformulate and sort the brand’s management and application.CHALLENGE
A part of the work was to create manuals with rules for the use and application of the brand to respond to predetermined criteria in order to avoid improvisation. The implementation had to be subtle: the brand adjustments and the new graphic universe had to go unnoticed among the different audiences because, due to diverse reasons, the target audience was reluctant to changes made to the Hospital.
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SOLUTION
At brand refreshment level, only small adjustments were made to solve formal and proportion-related aspects between the different elements. Likewise, the color and typographical palette was redefined to limit its use to only a few options.
In order to give a common thread to the different groups of graphic material, we implemented manuals as support for the brand managers to understand the criteria and the rules for the application of the new graphic system. They key to a satisfactory result was to look after the balance between technology, avant-garde architecture and more than 160 years of tradition. -
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OUR PROPOSAL LEANED TOWARDS A SUBTLE RESTYLING, BUT WITH AN EYE FOR DETAIL. THIS IS HOW WE ACHIEVED AN ALMOST IMPERCEPTIBLE CHANGE THAT WAS NATURALLY ACCEPTED.
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