ABOUT

The Client:

152 Harley Street is a cutting-edge, day-case hospital, offering cosmetic, plastic and reconstruction surgery. As part of the launch of a new sister-clinic, Neo Health (offering less invasive treatments), 152 Harley Street wanted to harmonise their brand with their scar treatment service The London Scar Clinic and their new venture Neo Health.

The brief:

152 Harley Street is a centre of medical excellence. The old brand was a bit tired and unrecognisable. The new brand would be complementing 152 Harley Street’s reputation and showcase the clinic’s excellence and quality of care.

Deliverables were, 3 logos, brand guidelines, letterhead and business cards and to finish, a website design that would work for the 3 entities.

The solution:

As the overarching brand, 152 Harley Street logo would be leading the design exploration. The sunburst shape was influenced by the sun – luminous and radiating. Furthermore, the Sun is a star that is called Sun to distinguish it from other stars.

In addition the sunburst was created by repeating clusters of 3 spikes for the 3 brands. It also represent the ‘Power of three’, the number 3 is universal as an innate expression of nature (Earth/Sun/Moon). The other 2 logos becomes an interpretation of the main logo, where the sunburst shape flows.

The main challenge was the different length of each clinic’s name and fitting 152 Harley Street as a tagline under each logos.

A style scape was created to provide the overall brand aesthetic. Presenting the sunburst as a creative visual device, a rich and contrasted colour palette with gradient and a graphic image treatment.

The result:

The brand overhaul was presented to the stakeholders then the wider team and was warmly welcomed. It helped launch a social media strategy supported by assets from the new brand.