American Hospital Dubai
Capitalising on The Past to Enable Expansion
American Hospital started in 1996 with the goal to provide world class medical services to the community. Over the years its single location in Dubai grew a reputation as the best hospital in Dubai and possibly the region.
In more recent years, competition from regional and international premium medical service brands has intensified with the entry of Mediclinic, Cleveland Clinic and Saudi German Hospital to name a few.
The management wanted to leverage the brand’s reputation and expand from a single hospital to a number of neighbourhood clinics, and tasked Bellwether with assessing their brand’s ability to expand and make recommendations and brand evolution and expansion.
In our assessment we found that the American Hospital brand had a strong recall and reputation, however, it was starting to lose its ‘sheen’ as the “best” to the newer entries into the market. Other than expanding to clinics in premium locations, the brand identity and communication needed improvement and consistent application.
Bellwether was tasked with revising the identity and creating a comprehensive visual system to enable the American Hospital brand to reformat and expand to multiple locations.
Transform Awards 2022
- Bronze > Best visual identity from the Healthcare and pharmaceuticals sector