A comprehensive identity project where in-depth analysis was crucial to resolve strategy, content, and form.
Client:
Clínica Central
Service:
Identity and Positioning
Year:
2017-2018
/Problem
The generational renewal of a structure devoid of controlled identity.
Clínica Central is a private hospital located in a small city in the Argentine interior which, after more than 30 years of operation, had never received proper treatment of its institutional identity. This implied a lack of development in various aspects related to its institutional values, vision, and mission, as well as major expressive deficiencies. Among other identity and positioning problems were the staff’s lack of sense of belonging, difficulty attracting new professionals to the institution, and low competitiveness compared to other private hospitals in the region that had better handled their symbolic assets.
This project involved understanding, prioritizing, and systematizing internal perceptions, neutralizing unfounded criticisms, and clearly expressing the strengths of a very dynamic work structure that had never received a correct institutional identity treatment.
/Approach
Research and information structuring as fundamental tactics.
Research and structuring of information as fundamental tactics.
After establishing a roadmap for the project, an exhaustive analysis of the institutional reality was carried out through interviews with board members and with heads of key areas. The information obtained enabled the synthesis of an institutional discourse responding to a clear system of needs, objectives, and aspirations.
This, in turn, gave rise to an identity system respectful of the institutional history that would serve as a symbolic platform to activate a necessary transformation of internal culture in view of the organization’s future.
Except for the institutional typeface (from catalogue), in this project all elements of the identity system were designed and implemented in everyday usage materials, including signage (arquigrafía), stationery, merchandising, work uniforms, and digital identity, in direct collaboration with suppliers of different business products and services.
/Conclusions
When institutional identity is an expression of aspirations about the institution's future.
Identity is a complex phenomenon that responds to specific constraints and intentions. In cases like this, it primarily expresses the need to find a place within society. By clearly defining a stance, the organization manages to position itself clearly in relation to its audiences and to society in general.
Designing an institution’s identity involves, first, shaping that statement of principles, which is the institutional discourse, so that it is easily understood by both external and internal audiences.
