As Jeff Bezos once said, "Branding is what people say about you when you're not in the room." Building an impressionable brand relies on the brand values, how the brand is communicated and how it feels when the consumer interacts with it. Having these three points in mind, we conducted a brand audit, by analyzing the competitor's websites, brand identities and his competitor's market share.
The second cornerstone was to identify the unique value proposition to the patient, while working closely with Dr. Osama Taha's team and stakeholders, we looked for a unique voice that will capture the essence of the brand and we came up with a message statement that identifies with the brand's years of experience.
The last cornerstone was to create the brand's look and feel – the brand's personality was expressed through the graphical elements, colour and font chosen. Through many brainstorming sessions, collaborative mood boards, and initial design, we developed a shape for the logo that reflects the transition from the obesity state towards a healthier life. The font was also selected to stress on the concept of change and transition from one state to another and all colours used for the brand identity are common practice for medical centers and health care institutions.