Arab Health is the largest healthcare event in the Middle East and North Africa (MENA) region and generated business worth US $778 million between medical manufacturers and visitors last year. We were approached by Healthcare UK to help deliver the brand style, event graphics, digital sales tool and associated printed materials for its Arab Health exhibition stand in the Dubai World Trade Centre.

Healthcare UK is part of the Department of Health and Social Care and Department for International Trade and exists to help UK healthcare providers expand their business offering overseas. They promote the UK healthcare sector to overseas markets and support healthcare partnerships between UK and overseas healthcare providers.

Project goals

The intent of the event presence in Dubai was to promote UK healthcare experience and knowledge, displaying the world-leading technology, building and infrastructures and supplier network that puts the UK at the forefront of the healthcare market. This experience would be showcased to prospective market clients looking to utilise and implement this experience within their region.

The challenge

The strategic proposition, Hospital of the Future, presented UK companies capabilities to create world-leading hospitals – through architecture, technology, data, medical and infrastructure advancements – and showcased UK suppliers who can work globally.

We created a visual style and tone of voice that gave consistency across all media and event elements, representing the innovative vision in a consistent form and suitable for the localised market. The stand had a number of elements: an eight-metre screen showing a video, four touchscreens in an interactive engagement area, a hologram and a number of printed materials.

So that the stand looked unified we created a brand style aligned to the GREAT branding from the UK government and with an aspirational tone. This was applied to all materials and products that we produced, and shared with third-party creators such as Engage Works who produced the Hypervsn Hologram featured at the event.

Messaging and digital tool

To connect potential clients to UK suppliers, visitors had to be able to quickly access relevant supplier information. For the four touchscreens, we created a digital tool that could be accessed both within the event and externally from all devices. It gave an overview of the concept of Hospital of the Future and showcased each supplier. The tool provoked visitor interest across three categories: design, build and operate.

Our visual system representing these three areas of interest was applied across the stand, hologram and printed materials. The audience learnt about the benefits to each area of experience and used the tool to request direct information and contact from suppliers who could help in each given area.

Visual identity

Within our creative style, abstract thin grey lines referenced technology and architecture as well as having a sense of movement and flow to the overall approach. This also gave a strong backdrop to the more attention-grabbing elements – the video and hologram. Centralised around a core visual mark, we applied this style through all collateral.

An engaging event experience

The Arab Health event was very successful for Healthcare UK, promoting the vision of Hospital of the Future and establishing a digital tool that can grow and flex, with scope for wider global launches and rollout. The show had 51,985 visitors from 159 countries, with suppliers receiving validated interest and lead generation from the tool.

Positioning and presence

MediaSense have made their name helping major brands get the most out of their – often complex – media ecosystems. Having worked with the likes of Adidas, BP, Virgin Media, and Lexus on their global media buying strategies, they’re no small fry. We were approached and selected to revitalise their brand and create a new digital presence for them that clearly communicated  their vision of the industry and the services they offer to their clients.

Workshops

We worked closely with the MediaSense team over a series of workshops to lay out the core components of the brand that would inform the rest of the project. Together we identified their unique vision and values and began to create an agreed style of writing for the creation of their brand content. The result was a clearly defined direction and a content strategy for developing the site and taking forward how they speak about their business.

Visual style

Their existing logo needed to be maintained to retain consistency and recognition with their ongoing clients and to build on the equity they had already earned as player in their industry. As such, we used the logo as a primary source for establishing the new visual brand style. We brought forward the vibrant colour palette contained within the logo and created a distinct design sensibility that prioritises a clear presentation of content.

In addition to our work on the site our design work would also need to be applied to a range of brand collateral templates such as word documents and powerpoint presentations. We reviewed how they produced these documents internally and worked with them to create new templates that would help them maintain consistency in their presentations and communication with their clients moving forward.

Website

Our mandate was to build an engaging site that clearly communicated their process and service lines, distilling everything they do into language that would make it accessible to all. To aid this effort, service lines were broken down into four main sections, each with its own colour and set of illustrations. This meant that each area of work could be detailed individually and helped to clarify their offering to potential clients.

Another driving force in the development of their new site was to establish MediaSense as a respected resource for news and opinion on the state of the media landscape. They already produced articles and content regularly for external publications, but didn’t currently have a reliable process for adding anything to their existing site. We created an area within the new site that enabled them to post both original content as well as feature links to external articles they had either written themselves or thought would be relevant to their audience. We included custom search and filter tagging, as well as an ability to provide downloadable content behind an email submission field that serves as a great way to capture data from interested users.

Building the brand

When Peazie approached us with a desire to revitalise their online presence, we soon got into a discussion about their brand and how it was a crucial ingredient in directing their way forward – not only their digital marketing assets, but their steps as a company toward achieving their goals as a business. Branching out from a small startup in Australia to an international player with an office in London as well, we helped clarify their brand messaging so they could confidently establish a successful base of operations in the UK.

Peazie are a company with deep insight into the brands they work with from the history of campaigns and promotions they’ve run. Listening to them discuss their ability to quickly and efficiently build unique campaigns for their clients that generate tangible results, we wanted to create a brand that expressed these traits. We visualised their process using simple geometric building blocks, created a palette of bright colours, and brought everything to life using subtle touches of animation.

Expressive icons

To represent the different aspects of their core operations and support their communication efforts as a brand, we developed a set of icons they could use on the site and in branded presentations and collateral.

Crowd DNA are a cultural insights and strategy consultancy with offices in London, Amsterdam, New York, Singapore, Sydney and Stockholm. Formed in 2008, operating across 60+ markets, they bring together trends specialists, researchers, strategists, data analysts, designers, writers and film-makers for the world’s most exciting brands.

The client wanted a brand update and website design and build that would allow them to continue to growWe wanted to ensure that the brand referenced culture and people and so we ensured that photography used that portrayed a sense of humanity, life and energy to communicate the end result of their work.

We used a number of fonts so that the brand had enough hierarchy at each level of volume required and brought in unique illustrative elements so that we could signpost content for users and give the client pieces of creative that they could use across wider materials such as social.