When Saint Luke’s Hospital decided to issue their own bonus card, they assigned the whole branding to us: name, card, brochure, forms, indoor signs, Press adverts.
Taken the fact that the Hospital enjoys deep love and appreciation by its public, and that its public consists of people of very different age groups, the new brand should look attractive in a great social amplitude.
Our aim was to find a name that would include positive words, rewarding if possible, along with an industry keyword. After careful competitive research and non-stop writing and erasing, we came up with the name HEALTH BONUS (BONUS YGEIAS, in Greek). It’s short and sweet, whilst fulfilling both fundamental requirements.
Neuroscience says that the human brain responds very positively to curves. So we combined the colour red with cross and curves as part of the design logo.
Energises the mind
No sharp corners
For the membership card we wanted a rather modern design, while straightforward, with a high colour contrast between its two sides (white-grey), pearlescent top coat, and the logo HEALTH BONUS prevailing.
The subscription brochure followed the same style line, presenting all membership benefits and strengthening the brand by the extensive use of the brand colour.
We started communicating the member card to the public using the slogan ‘Now, your health gets a BONUS!’. A slogan with a double meaning: Literally, bonus as real benefits and, metaphorically, bonus as a reward to its owners.
The slogan was communicated through adverts, posters, banners, and it was implemented on brochures, stickers and banners in all Hospital premises.
I found the ideal collaborator in Two Yellow Feet. All team members have professionalism, consistency and creativity. I am very happy with the choice I made some years ago to work with them, and the outcome always keeps proving me right ever since!