The client

Ramsay Street Medical Centre (RSMC) are a well-known and loved provider of family healthcare in Haberfield, in the Inner West of Sydney. A stalwart provider of care amongst the many Italian residents of Haberfield, RSMC work tirelessly to provide patients with access to GPs and other allied health services, seven days a week, and often without an appointment.

The brief

My client, the Director of the practice, was in full realisation that the practice was looking tired and had engaged the services of an interior designer to freshen the place up with new paint and soft furnishings. She also realised that the practice offered many vital services to their patients, such as skin treatments, exercise classes for the elderly and weight-management plans, that people had no idea about as they were not being communicated.

Over the course of three strategy sessions, we explored the values that drove the RSMC as well as identifying some key communcations goals for the practice. These strategic building blocks formed an ideal foundation for a full rebrand which could be rolled out easily across communications campaigns to educate their clientele and improve health outcomes within the community.

The creative

Haberfield is extremely rich in history, having being declared a heritage conservation zone in 1977 to celebrate to the enduring presence of Federation homes in the area. We wanted this rich heritage to shine through as part of the creative and did so through a thoughtfully chosen colour palette and traditional typography which referenced the Federation era, whilst being modern enough to refresh the brand. We used these to create a simple and elegant new logo which was a modern take on the existing logo, which had been in use for over 2o years. 

We explored a few imagery styles - including illustration - but landed on human-oriented imagery that represented the many life stages of RSMC's patient base. A vintage-inspired filter was added to align the tone of the imagery with its heritage foundations. 

Given printed communications, such as in-clinic posters and brochures, were to drive the communications for the brand, we also devised a graphical device of simple colour bars to be added to all branded colateral to unify the brand, and create a sense of cohesion when communicating the many services of the clinic. 

We concluded the brand development process with the creation of a Brand Style Guide to inform all brand custodians, such as Receptionists and GPs, of how to simply and easily implement the brand on a daily basis. 

The result? A vibrant and modern with a nod to Haberfield's heritage, ready and able to be rolled out across digital, print and environmental brand touch points in late 2018. Watch this space!

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