Health & Medical

Central Health

Just what the doctor ordered

Medical Website Hero Design

Overview

With over 70 staff across three clinics, Central Health has provided private medical and healthcare services in Hong Kong since 1990. The previous brand strategy saw each clinic with its own name and website, and it was time for a new direction that gives the group a more consistent identity.

We were tasked with refreshing the overall visual brand and sub-brands, and consolidating the websites into a single point of contact where patients could easily find doctors and clinics, as well as view the range of services at-a-glance.

Visual identity work

The existing colour scheme was to be retained. Patients had developed a strong association with the maroon and blue, which is used for all the clinic interiors and collateral.

In fact the logo was much loved, so our job was to improve technical aspects to meet modern usage, for example on mobile screens, and to rationalise the new naming:
Island Health became “Central Health, Discovery Bay” and Southside Clinic became “Central Health, Southside”. The Central Clinic became “Central Health, Duddell Street”.

We updated the typefaces with more performant fonts for online use, and cleaned up the spacing and positioning to accommodate the sub-brand labels. The wavy logo mark was simplified and made more subtle to improve legibility and give a more calm overall look. This new direction is being slowly applied across signage, print collateral, and other touchpoints.

Central Health logo design evolution 2020 Rebrand

Central Health logo design outdoor

Medical Website collateral design Collateral design exploration

interface design UX CH4

Outcome

We worked closely with the senior team to upgrade the identity and online user experience to satisfy requirements across clinics and disciplines, with several in-house workshops and collaborative site structure documents and wireframing.

The unified branding together with brand style guides ensure that the identity is applied consistently and clearly, now and going forward.

The website is now on a single domain, where content and messaging is easily managed by the admin team with a customised backend.

We also provided best-in-class hosting and maintenance services for multiple web properties, and integrated with traffic analytics, downtime monitoring, security certificates, backups, to give secure, performant websites.

As a result the main website now receives over 50% more visits, and search engine positions improved for a number of important key terms.

Turtle Media were amazing from start to finish. Really nailed the brief and delivered above expectations!

John Price Director of Urisino Ecosystem Projects

Fantastic project management. Helped put my website above competitors in search.

Nicola Parrington Founder of Clinical Copy