Rehman Medical Institute was established in 2002 by an eminent Cardiac Surgeon. They also have medical college and nursing school under their belt and other sub brands for general and specialist hospitals. They are a full service health care service provider with plans to open hospitals in other parts of Pakistan and Afghanistan.
They approached 4M for overall revamp of their brand identities. There was no brand standard in place which was making it difficult for their parent brand and sub brands to grow and make the first good impression both inside and outside. There was a misconception that it is a Cardiac Hospital only which was restricting their brand to a specific domain of medical services. In reality, they have all major health care resources & facilities required to help patients of all kind and there was a need to highlight this. They wanted to be seen as a modern, state-of-the-art healthcare provider of international standards offering a wide range of medical and education services under one roof.
4M developed an improved brand position and identities that was a more accurate and compelling description of what they provide, then set to work organizing and creating brand guideline and system to accommodate sub brands keeping in mind long term growth of their brand. We made the entire process look simple by stressing on what their audience can easily recall. Simplification was done to make their brand, a welcoming experience to end users.
The project was completed in Feb 2011, and early reports are that the new brand is much more organized and easy to comprehend. Internally, employees are now on the same page with how they present RMI. Looking at the sub-brands people can easily identify the parent brand. We are excited to see how this will go on and the time will show. We are also assisting them in the development of various communication material and websites.