Founded in 2011, Donna Medical Center has built a strong reputation through its high standards and remarkable results in women's healthcare. Upon reaching its first decade of activity, its founders turned to us to rethink the brand narrative and bring freshness and coherence to its communication, ensuring that it accurately reflects the value and role Donna Medical Center holds in the Romanian medical services category.
Throughout its 10 years of activity, the passion and dedication of Donna Medical Center’s founder, Elena-Claudia Teodorescu, PhD in Medical Sciences, have fueled her dream of creating a warm, intimate space where every woman can benefit from the best health evaluation and care experience. This vision has been the driving force behind the clinic’s operations and business, and recognition for these efforts has been well-earned.
At a pivotal point in its evolution, the Donna Medical Center brand needed clearer communication, a relevant positioning in the minds of its audiences, and an updated visual identity to reflect the value accumulated over the years.
Through a comprehensive brand audit, we aimed to uncover Donna's story from both an internal perspective, including management and team members, and an external one, from the viewpoint of clients and the industry. This discovery process helped us clarify the brand strategy, building a positioning within the category and creating a visual identity that brought the brand to life.
Following a workshop with Donna’s management team, interviews with several team members (doctors and administrative staff), and discussions with various client types, we successfully harmonized both internal and external perspectives. We articulated the fundamental elements defining the brand – its purpose, vision, and the guiding principles that the team members reflect in their actions. These elements form the foundation of Donna’s brand strategy and its human-centered business story.
In-depth interviews with Donna’s clients/patients revealed that one of the key benefits they experience is the empowerment to take control of their own health. This awareness of the patient’s role and involvement in their healthcare is perceived as a differentiator for Donna within Romania's private healthcare services sector. In the context of global transformations in the medical industry, which emphasize the partnership between doctor and patient and the creation of customer-centric organizations, this differentiator becomes central to defining Donna’s positioning. It underpins the brand idea of taking charge of one's own health, embodied in the brand promise expressed in the slogan, *"You're in charge of your health."*
The symbol we created carries multiple meanings. For Donna’s clients, health is the most precious diamond, carefully protected and valued by the doctors. At the same time, the star represents excellence, the continuous training and professionalism of the doctors, and the entire symbol evokes a holistic approach, respect for the client, and the empathetic involvement of the Donna staff.
The resulting logo merges these two concepts: human care and expert knowledge. The identity employs a special font family, *SangBleu Sans*, which conveys both feminine elegance and medical precision.
To accelerate the transition to the new identity, we created a visual platform showcasing various types of materials used in the brand’s communication, from stationery to presentation brochures, social media templates, and website design. Additionally, we developed an extended guide for identity usage, helping the brand team ensure coherence in its future implementation.
The *Advanced Imaging Center (CIA)* is a new component in Donna’s service portfolio, designed as a distinct business line addressing a broader client segment compared to Donna’s primary audience. Therefore, there was a need to visually differentiate CIA in its communication.
Inspiration for the CIA logo came from the visual universe of imaging investigations and symbolizes the recognized accuracy with which they are performed at Donna. Simultaneously, the CIA logo maintains a connection to the Donna master brand identity through the use of common elements—lettering style, colors, and the star symbol.
To mark its 10-year milestone, Donna wished to celebrate this important moment in its evolution with a commemorative anniversary logo, derived from the new visual identity.
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