OTVETDESIGN

Virilis

Task

Development of a brand identity and visual identification for center of medical insurance programs

The main core of the target audience is mothers. The second category is the heads of enterprises where parents work; managers of children’s educational institutions.

Context

Nowadays, most medical institutions do not have a sufficiently powerful material and technical base, and also need to increase the staff of pediatricians. Huge queues and weekly waits of a number for registration at the clinic — a vivid confirmation of this.

Therefore, more and more mothers choose private clinics, starting from the moment of registration and childbirth insurance and ending with the registration of a voluntary insurance policy for their child. This approach gives parents the confidence that they will receive prompt, professional medical care at any time of the day.

Strategy

Complexes of the Virilis programs provide the full range of medical services, taking into account the age and individual characteristics of the child. Children receive medical assistance, mainly in comfortable home conditions. Doctors are ready to "fly" to the aid urgently. Making out any Virilis program, parents receive not only professional services but also real care, participation in the life of their child.

Concept and Implementation

Medical care is the term that we took as the basis of our concept. Doctors working in the Virilis programs "fly" at the first call and are ready to take their parents and their children under their wing. Therefore, we chose the image of a bird for the logo and added an additional symbol (heart) to it speaking of care, attention, and love for each "baby bird".

As a result, we got a kind and responsive brand character, Virilis, who has become the main link in brand identity. At the same time, we kept a restrained medical aesthetics in the logo and brand identity, thereby showing parents that the most expensive ones can be entrusted to Virilis professionals.