Medissima
Relaxing beauty — a premium identity for an aesthetic-dermatology clinic
Medissima opened as a new private aesthetic-dermatology clinic in Bucharest, at Agora Floreasca, in a category that sells precision but is built on cold, clinical codes — the very codes that work against the kind of premium, unhurried, private-pay experience a clinic like this depends on to earn its place and its margins. The commercial question was not how to look medical, which any clinic can do, but how to make exacting dermatology feel like care and composure rather than a procedure, so that patients choose Medissima for an experience and return to it.
Brandient was engaged to create the brand from the ground up — the name, the verbal territory and the full visual identity — and framed the work around a single governing idea: relaxing beauty, the precision of dermatology delivered as a calm, premium experience. That idea had to soften the category’s clinical signals without ever surrendering medical credibility, because credibility is what a patient is buying and calm is what makes them stay.
The name carries the strategy before a word of copy is read. Medissima takes the medical root into an Italian superlative ending, claiming the best of medical care in a single word that already sounds composed rather than sterile. The mark answers the same brief: it sets the universal medical cross — the non-negotiable signal of clinical rigor — against a single copper feather, the note of lightness and reassurance that tells a patient this is a place of care, not a clinic. From there a warm scheme of copper and soft teal, gold-foil applications and a restrained serif wordmark were chosen not as decoration but to give a medical practice the bearing of a luxury brand, and to hold that bearing consistently across every point a patient meets it — signage, stationery, staff badges, the clinic fleet and the interior environment. The discipline of carrying one calm, premium register through all of those touchpoints, rather than any single artifact, is what lets the clinic charge for an experience and be recognized for it.
The result is a brand built to last the life of the clinic: a name and identity that let an aesthetic-medicine practice present itself with the composure of a premium consumer brand, owning relaxing beauty as a position a competitor cannot simply copy by redrawing a logo.
Client:
Medissima
Industry:
Healthcare
Project type:
New Brand Creation
Date:
2017–2018
Services:
Brand Name, Narratives and Voice
Logo and Visual Identity Program
Corporate ID Program
Communication Design
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