The combination of functionality and emotions in the branding of a medical companyPasman Clinic is a medical company and a network of high-profile medical centres founded by Professor Nataliya Mikhailovna Pasman, a well-respected doctor within the Russian Federation and a leading specialist in the area of reproductive health. TASKKIAN was tasked to devise a brand positioning and marketing strategy, a visual strategy and a full range of communications for the brand.SOLUTIONThe Pasman Clinic brand was essentially built upon two fundamental key-stones. The first of which is the combined functionalities that bring numerous advantages to the brand, differentiating it from its competitors, i.e.: the specialists that comprise the team are experts of the very highest level (professors, doctors, and candidates of science), who utilize modern medical equipment that is without equal in the Russian Federation. Secondly, the clinic was founded according to the functional principles of technology and innovation, but importantly the business is run in accordance with emotional principles; promoting openness and an atmosphere of trust and comfort. This combination of the functional and emotional helps to separate the clinic from its competitors.The essence of the brand was embodied in this combination of functional and emotional principles formulated as Territory of health. The visual strategy of the brand reflects this concept: an integrated blend of pure white and turquoise shades, helping to create a bright and emotional resonance, with a modern and friendly image.The aforementioned visual strategy was encompassed across all brand communications including: the interior of the medical centres, the design of information and advertising materials and the company website.
