TID-Hospius-paneel_C.pdf
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2011 | Corporate Identity Hospius IJmuiden, The Netherlands
www.totalidentity.nl
TOTAL IDENTITY
Strategy Hospius – formaly known as Multi Medica Association Group (MMAG) – is a player in the health care industry, offering a great variety of services ranging from infrastructural design, medical equipment supply and maintenance, training of medical staff, to complete turnkey projects to name a few. The organisation is characterised by its network structure in which collaboration with partners, suppliers and third parties lead to integrated health care solutions. With a strong focus on the daily operation and relationship building, strategy, branding and marketing communication never had much attention. The internal organisational structure grew into an external manifestation of company names and service labels, giving this ambitious small player in the health care industry an unnecessary confusing and complex profile. With a growing business in a dynamic market, Hospius needed a recognisable profile and further professionalisation of its business. Strategy, naming, design and communication lay ahead as a challenge. In several strategic workshops, Total Identity and Hospius sharply defined the core business, reworking all products and services and matching it to a clear and understandable organisational structure. From this point on, the new vision, mission and positioning statements were formulated, as well as the core values and the company’s new proposition. The outcome was a comprehensive brief for the rebranding of Hospius, resulting in a new name and corporate design to go forward in a healthy future.
ELEMENTS Moorish mosaic floors as found in the Alhambra Palace in Spain. Symbols of care Modern Islamic architecture. Colours of medical clothing.
THE COMPANY NAME Hospius mission is to achieve basic and advanced health care through and for health care professionals in the most effective and efficient way. Hence why the name is related to a innovative system of co-created hospital environments; hospitals through us, for us and by us.
TRADEMARK The logo consists of 10 individual shapes in shades of blue and green organised in a mathematical (read ‘logical’) order. This pattern, in wich various shapes such as a square, diamond, circle and cross can be identified, is derived from the Moorish mosaic floors as found in the Alhambra Palace in Spain. Through colour, shape and symbolism the logo links, modern Western European health care with the geographical areas of North Africa, Middle East and Central Asia. The international presence of Hospius. By putting the emphasise on the circle rather than the cross, the logo symbolize the integral approach of the Hospius Group with her subsidiaries to all aspects of health care.
PROPOSITION Within each regional context, Hospius Group offers effective, integral and sustainable healthcare solutions to successfully contribute to healthy communities.
Story Hospius has a sincere and unique corporate story to tell. The story was just not being told to the world. Hospius believes that professional and sustainable healthcare is a human right for everyone, rich or poor and that all healthcare professionals should have the right to practice in a professional environment. What sets this organisation apart is the NetherlandsEgypt connection. In true partner alliances, it is able to connect global medical knowledge and expertise to local needs. This is done through a network of international healthcare professionals with great regional and cultural understanding and experience. Based in IJmuiden (NL) and in Giza (EG), this health-care-network offers effective, integral and sustainable healthcare solutions, made to measure the regional context. Consequently, this leads to fulfilling a respectful mission; successful contribution to healthy communities.
Execution The creative team effectively converted this story to the new corporate name, Hospius. The Hospius Group stands for co-created and integrated hospital environments, developed through us, by us and for us. With the name in place, international health care symbols and colours were beautifully and cleverly morphed with shape-, space- and material-related symbolic found in the Middle East, creating a noticeable brand icon. The idea of integrated and connecting shapes was further embedded in the visual identity as a light blue corporate design element. The introduction of the new pay-off ‘integral health care solutions’ provides the finishing touch, presenting a fresh new identity through which the Hospius Group is recognised as a professional and international organisation on a health care mission.
Keeping up with the demands of a constant changing health care process
Translating constraints into practical solutions
CONSULTANCY Feasibility & Finance In the initiation phase, Hospius Consultancy advices the public and private sector in the strategic, operational and financial feasibility of healthcare environments.
Realizing healing environments of the future
HealthStage
OPERATION Facilitation & Management For smooth and succesfull daily and future operations of hospital environments, Hospius provides effective full service solutions to control and improve hardware, software, processes and people.
DEVELOPMENT Design, development & realisation For the public and private sector, Hospius designs, develops and realizes integrated healthcare infrastructure including all required medical equipment.
Contact us at: Group
Middle East & North Africa
Answering health care demands A closer look at our operation Conse Officienis Reprendundis cusdaectas
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Belief in integral solutions Setting up a new healthcare facility or redesigning an existing one, is an incredibly complex undertaking
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HealthCommunity
It is a seriously long term project in a very dynamic world and countless parties are involved. Architects to design the building, engineers to plan plumbing and electricity, health professionals who have a distinct view on what is right for their way of working, authorities that demand compliance to legislation, manufacturers to supply everything from pens to MRI-scanners. Staff needs to be hired and fired, trained and instructed. And when that is all brought to a successful end, the facility needs has to deal with daily operations, quality control and maintenance. In addition, the healthcare sector is perhaps one of the most complicated in the world. Whilst healthcare is a basic human need, it also develops incredibly fast, which puts a lot of pressure on the people who work in it. Equipment, treatment methods, medication, diagnostic tools: technology and growing insight result in rapid changes. So if you want to provide the best healthcare for your clients, the first step is to take stock of the actual needs of the people in the area. Successful healthcare projects start with a solid planning. Hospius Group first carries out a feasibility study to arrive at the most effective solution within the cultural and economic context. We always seeks the right balance between what is necessary and what is possible, giving you a competitive edge and
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a strong financial performance and providing the people in your region with the healthcare they deserve. Operations Once the healthcare facilites are operational, it is vital that they are staffed with people that are well trained and the medical knowledge of professionals is kept up to date. Hospius Hospital Management trains or coaches higher management of hospitals. Hospius Academy offers healthcare education and training programmes for a range of professionals, in cooperation with eductional institutions and universities. Accreditation A quality control system ensures consistent quality of daily operations. Hospius developed its own system, specifically for the healthcare industry, in cooperation with an acknowledged international institute. Our Quality Control System will help you identify the basis areas that are critical to effective healthcare management, health and safety, waste and utlity management. It will also allow you to create custom reports for the benefit of your own organization, other practices and government agencies.
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