Hospital Santa Cruz Branding
Challenge
The Hospital needed to reposition its brand to reflect its commitment to humanized care and excellence in healthcare. The hospital's visual system until that moment lacked clear guidelines and consisted only of a logo.
The goal was to create a robust visual identity system with unified guidelines, capable of ensuring brand integrity and a clear, trustworthy user experience across all touchpoints.
My Role
My role in this project as Art Director was leading the rebranding with a strategic and hands-on approach. I started with positioning research (benchmarking against competitors) and channel mapping. I developed the complete Visual Identity and Brand Book, including directions for creating the Tone of Voice. I was responsible for deploying key assets and coordinating the work of designers and audiovisual producers to ensure the precise application of the new guidelines across the hospital's entire communication ecosystem.
Highlight
The new visual identity was deployed across various materials, such as banners, flyers, signage, social media, and magazines. Furthermore, it served as a guide for creating marketing campaigns, with well-established communication guidelines, thus creating a consistent brand presence across all touchpoints.
