CLIENT

Mednet | In-house

ROLE

Creative direction | Concept | Design | Brand system | Presentation

PROJECT

Visual expression for the Making Health Whole positioning, and an evolution of the Mednet brand around it

Challenge: Mednet was repositioning around something it had always practised but never named. A treatment only works as well as the life around it allows. How people feel about a condition, and how much they can take on while living with it, decides whether they stay with a treatment long enough to benefit. The idea existed in a strategy document. It needed a form people could see, first inside the agency and then with clients, and the existing brand had not been built to carry it.

Work: I worked with the managing director and the head of writing on the marketing strategy behind the positioning. That is where I came to understand it properly, and the visual work came out of that understanding.

The concept work took three days. I developed five directions, each showing the person behind the condition in a different way, and presented them to the leadership team. By the end of that first meeting they had chosen one unanimously. It is a portrait cut into three horizontal bands, one for each layer of experience the positioning describes, with the line set large beside it. The person stays whole across the bands, which is what the idea most needed to say.

From there I took it through to final delivery myself. In parallel I evolved the Mednet brand so the positioning sat inside it rather than beside it. That meant a lighter wordmark redrawn to echo the angles of the symbol, a palette anchored in black, a type system that holds up in shared documents, and a graphic language built from the geometry of the mark. I wrote it all up as brand and visual guidance, including photography direction and how it applies in practice.

I also built the thinking into the creative SOP I drafted, so it shaped how work was briefed as well as how the agency looked, and I continued to advise as it rolled out into presentations and the website.

Making Health Whole is now the foundation for how Mednet approaches its work. The global launch I led for most of my time there was where it got its first real test.

"He was instrumental in rebranding our agency, translating a deep understanding of our positioning into a visual identity that elevated how we presented ourselves."

– Claire Nysia Gill, Managing Director, Mednet