Gaps in the system.
Navigating a complex bureaucracy when in need of medical assistance can be a daunting task. Many Canadians struggle to get the care they deserve.
Filling the Gaps.
Refuah V’chesed started over, a group of medical professionals and volunteers with a deep understanding of the system and its shortcomings built a clinic providing medical care the right way. Our job was to reflect that across their verbal and visual identity.
Communicating the Right Message
Together with the Refuah V’chesed team we scrutinized their current logo and concluded it was communicating a conflicting message, being indigestibly complex it conveyed the polar opposite of Refuah V’chesed‘s manifesto and core beliefs.
New Logo, New Impact.
With the main message and target audience defined, we redesigned and simplified their logo to truly represent the efficiency and the warmth that Refuah V’chesed delivers.
The impactful messages and headlines needed to be packaged properly to connect with the audience. We strategically chose and tweaked the perfect font to get the friendly yet bold message to the world.
A Human Touch.
The personal and friendly font wasn’t a enough, we needed another Human element to this identity and campaign. Custom illustrative glyphs and characters were designed to communicate Refua V’chesed’s emphasis on Human Care.
One Step Further
We photographed all the heroes of the organization in a very casual and friendly way, we stayed away from commercial like expressions and directed the photo shoot to express the genuine and devoted humans behind this incredible project.
The balance between the font, doodles and imagery create an everlasting effect on its audience, ensuring a very personal and emotional relationship between the organization, its donors and the patients seeking care.
Every Step of the Way.
To bring this concept across the finish line, we took things to a new plain, with illustrations of the heroes behind this operation as well as scenes of the typical life changing moments that goes on at Refuah V’chesed.
These in depth illustrations were merged with the right messages and was displayed throughout parts of the campaign to further the impact and show the world the incredible service Refuah V’chesed is providing.
The newly developed identity relates expertise and clarity whilst communicating care and friendliness, merging the bold concept with a compassionate feeling.
We chiseled at the core of this brand and uncovered a visual identity that assures trust for the patients and simultaneously awakens the hearts of the donors to take part in this mission of filling the gaps in the healthcare system.
Now with a means to communicate the fundamental message to their patients and donors, Refuah V’chesed stands unique in its space, as an organization backed by heart. Which is strategically expressed in the branded verbal and visual identity.