This is a new brand belonging to the Medicover Group. The clinic is located in Warsaw, and is targeted towards foreign patients living in Poland. ACW is supported by the Medicover hospital, but works closely with specialists from the Medical University of Chicago. For many visitors it was here that they were able to combine the highest quality of medical services with a feeling of being at home.
Our task was to create a character which creatively referred to U.S national symbols and at the same time builds the brand around positive connotations associated with a friendly atmosphere, intimacy and relationships.
We combined in the simplest and most popular American symbol – the flag – with a heart, expressing care and close relationships, but most simply refers to life, energy, vitality. Colors of the flag naturally divide the heart into two parts. On the navy part we can see 5 stars – a reference to the 50 stars symbolizing the states. The stripes are located on the red part – and because of this, the heart motif becomes a symbol of a hand covering the states – many parts of a whole, as our organs are to our body. Deliberately we decided to abandon those typical medical connotations, such as the cross, the star of life or the staff of Aesculapius.
Our key visual element here are the same colors – vibrant, strong, individually presented – and the pattern formed via their merger. This can be seen on the letterhead, business cards and ID.