Case Management Identity
Branding & Design
I was commissioned to produce an identity for a new department that was launching within Sheikh Khalifa Medical City based in Abu Dhabi, U.A.E. The new department was Case Management, which brought together the specialist areas of the hospital to collaborate on delivering and improving patient care.
After initial discussions on requirements and direction, a number of concepts were developed, based around a theme of a jigsaw puzzle and the idea of putting the pieces together. The concepts utilised colourways from within the hospital to identify the various specialist departments and experimented with different ways of communucating the message. While some concepts were 2D in appearance, others were developed from a 3D perspective, to explore the possibility of adding movement and making the identity kinetic - as if the pieces were falling into place.
The chosen direction focussed on a circular form with selected colours arranged into a colour wheel and divided into segments. The segments were styled to resemble a jigsaw puzzle with two pieces removed from the wheel to reveal the C of Case Management - this also helped communicate the message of putting the pieces together.
The department and identity were later launched at a special event held at the hospital in Abu Dhabi.
Concepts
3d Kinetic Concept
Experimentation into a 3D, kinetic logo concept to investigate the possibilities of illustrating the jigsaw pieces falling into place. The concept was developed using the chosen direction as a base, with an exploded view of the components applied - similar to an instruction manual. The exploded views of the pieces falling were then applied to a marketing poster and set of t-shirts that illustrated the concept in use.
1st Case Management Event
Symposium & Marketing Materials
