ZäV - Healthcare Centre Brand Launch

Client Overview:
ZäV (Zweckverband ärztliche Versorgung) is a healthcare association established in the spring of 2023 in the Süderbrarup district of northern Germany. The region, characterized by its rural setting and proximity to the Schlei and the Baltic Sea, is both a tourist destination and home to an ageing population. With a significant number of medical professionals approaching retirement and a shortage of successors, there was an urgent need to create a modern health centre to ensure continued medical care for the community.

Project Objective:
The primary goal was to develop a unique and meaningful visual identity for the new health centre that would:

  • Represent both the ZäV association and the health centre.

  • Reflect the shared values and range of services offered.

  • Convey a coherent message inspired by the region's healthy rural and coastal surroundings.

  • Serve as a recognizable and differentiating brand presence to attract both patients and medical staff.

Design Concept & Strategy:
The goal was to capture the shared values, and range of services of both institutions and convey a coherent message, inspired by its healthy rural and coastal surrounds. A place to escape for wellness. Key elements included:

  • Color Palette: Incorporated yellow and blue hues from the regional shield to maintain a connection with local identity.

  • Symbolism: Integrated the symbol of the fish, representing the historical heritage of the 'fisherman people' (Angeln), & the local waters, formed with a ‘caring hand’.

  • Visual Identity: Developed a word-picture mark that serves as a central component of visual communication, ensuring brand recognition and differentiation.

In addition, the average age of our population is significantly higher than the national average.

This leads to an increasing need for medical care, especially due to the imminent retirement of female doctors and the lack of successors! The main task of the Zweckverband was to create a demand-oriented range of contact points for health care and attracting medical staff. The special-purpose association will now acquire a building in the municipality of Süderbrarup, which is to operate in the long term, as a new and modern health centre.

 

Original

Design Process:

  1. Research & Analysis:
    Conducted an in-depth study of the region's demographics, cultural heritage, and existing healthcare landscape to inform design decisions.

  2. Concept Development:
    Explored various design concepts that blended traditional symbols with modern aesthetics to appeal to both the local community and potential medical staff.

  3. Design Execution:
    Created a cohesive visual identity system, including logos, colour schemes, typography, and imagery that encapsulate the brand's essence.

  4. Implementation:
    Applied the new branding across various touchpoints, such as signage, stationery, digital platforms, and promotional materials, to ensure consistency and visibility.

Outcomes:
The finalized brand identity successfully encapsulates the health center's mission and regional significance. By harmoniously blending traditional symbols with contemporary design elements, the branding resonates with the local population and positions the health center as a welcoming and trustworthy institution. The new visual identity plays a crucial role in attracting medical professionals and patients alike, ensuring the sustainability of healthcare services in the region.