{"id":24354,"date":"2019-09-02T09:37:31","date_gmt":"2019-09-02T08:37:31","guid":{"rendered":"https:\/\/www.lemonlion.sk\/referencie\/rebranding-chirdia\/"},"modified":"2020-02-24T10:06:14","modified_gmt":"2020-02-24T09:06:14","slug":"rebranding-chirdia","status":"publish","type":"portfolio_page","link":"https:\/\/www.lemonlion.sk\/en\/referencie\/rebranding-chirdia\/","title":{"rendered":"Rebranding Chirdia"},"content":{"rendered":"

[vc_row row_type=”parallax” parallax_content_width=”in_grid” text_align=”left” full_screen_section_height=”yes” vertically_align_content_in_middle=”yes” background_image=”22110″][vc_column][vc_empty_space height=”30px”][vc_column_text]<\/p>\n

Rebranding Chirdia<\/span><\/h1>\n

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How we helped to put a human face on and communicated the peculiar nature of a one-day clinic Chirdia. \u2013 a case study.<\/span><\/h5>\n

[\/vc_column_text][vc_empty_space height=”30px”]<\/i><\/span>[vc_empty_space height=”80px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” in_content_menu=”in_content_menu” content_menu_icon=”” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” anchor=”uvod” content_menu_title=”\u00davod” z_index=””][vc_column][vc_empty_space height=”150px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column width=”1\/2″][vc_column_text]Chirdia is a non-state provider of health services from Tren\u010d\u00edn, SK. Their area of expertise is one-day surgery \u2014 planned surgical performances. The client has contacted us with a request to improve the website. We first looked for the answers to the question: “What is the goal of the new site?”. [\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][vc_column width=”1\/2″][vc_column_text]We have also talked about why the previous one did not fulfil its goal. It turned out that the problems probably are less in the graphics of the website or the legacy content administration system (CMS) but prevail in the sites’ content. After approval of the agreed budget, we again faced an exciting project.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”150px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” background_color=”#f6f6f6″ z_index=””][vc_column][vc_empty_space height=”50px”][vc_column_text]Goal:<\/p>\n

Increase the number of new clients interested in using the services provided by the non-state medical care centre.<\/h6>\n

 <\/p>\n

Strategy:<\/p>\n

Rebranding + 6-month online campaign<\/h6>\n

[\/vc_column_text][vc_empty_space height=”50px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”150px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” in_content_menu=”in_content_menu” content_menu_icon=”” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” anchor=”rebranding” content_menu_title=”Rebranding” z_index=””][vc_column][vc_column_text]<\/p>\n

Rebranding<\/h4>\n

[\/vc_column_text][vc_empty_space height=”50px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column width=”1\/3″][vc_column_text]Chirdia is a medical centre welcoming the patients with a friendly environment. The atmosphere is pleasant, and the staff are helpful. There is a family atmosphere. The atmosphere of the clinic is truly unique. It differs significantly from government facilities in that the premises and equipment meet “Western” standards. However, this is not enough to separate it from the other non-state clinics.<\/i>[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][vc_column width=”1\/3″][vc_single_image image=”24415″ img_size=”full” alignment=”center” onclick=”link_image” qode_css_animation=””][vc_empty_space height=”30px”][\/vc_column][vc_column width=”1\/3″][vc_column_text]We have created new content: lots of copy, video materials and photography to highlight their distinctions. We focused on advantages other than those of a technical nature. The client does not perform interventions you don’t also find around, nor does he deliver at the lowest prices. Above anything, we decided to build the brand Chirdia on positive emotions, including the unique charm of the client.[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column width=”1\/3″][vc_single_image image=”24411″ img_size=”full” alignment=”center” onclick=”link_image” qode_css_animation=””][vc_empty_space height=”30px”][\/vc_column][vc_column width=”1\/3″][vc_column_text]The most obvious difference, for the patient, is during contact with the staff. The approach of doctors and nurses is uncommon. Doctors are well educated and have a sense of humour, plus even if they are perfectionists, they can always find enough time for the patient \u2014 for explaining. This approach in other healthcare facilities, albeit commercially oriented, is far from typical. [\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][vc_column width=”1\/3″][vc_single_image image=”24407″ img_size=”full” alignment=”center” onclick=”link_image” qode_css_animation=””][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”150px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” in_content_menu=”in_content_menu” content_menu_icon=”” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” anchor=”nova-vizualna-identita” content_menu_title=”Vizu\u00e1lna identita” z_index=””][vc_column][vc_column_text]<\/p>\n

New visual identity<\/h4>\n

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\n\t
\n\n\t \n Less clutter with the shades <\/span>\n<\/span>\n\n \n <\/span>\n <\/span>\n <\/span>\n<\/span>\n<\/h6>\n
\n
\n [vc_column_text]The new palette is less cluttered with similar colours. We based it on the mural from the Tren\u010d\u00edn’s graffity artist Nomad. The colour Lochinvar was chosen as primary because blue-green is typical of medical facilities. It conveys a reputation of trust, knowledge and loyalty. The secondary colour, Valencia, is the colour of Valentine’s oranges, as well as the colour associated with blood \u2014 just like any red colour.[\/vc_column_text] <\/div>\n<\/div>
\n\n\t \n Modern typography <\/span>\n<\/span>\n\n \n <\/span>\n <\/span>\n <\/span>\n<\/span>\n<\/h6>\n
\n
\n [vc_column_text]Along the new visual identity came new typography. We moved from the impractical Book Antiqua Bold to more modern Montserrat. This webfont fits more into the world of medical devices and signs on its boards with its straight lines. Plus it allows us to use the font consistently on both printed and web pages.[\/vc_column_text] <\/div>\n<\/div>
\n\n\t \n More practical pattern <\/span>\n<\/span>\n\n \n <\/span>\n <\/span>\n <\/span>\n<\/span>\n<\/h6>\n
\n
\n [vc_column_text]The pattern we used also had its origin at Nomad’s mural. Not unlike the colour palette, it has undergone a cleaning process to reduce the feeling of shape inconsistency and overcrowding. a reference to his artwork and related to the previous visual identity, we designed the pattern of health-green and brick-orange stripes \u2014 the most notable element of Nomad’s mural. [\/vc_column_text] <\/div>\n<\/div>
\n\n\t \n Photographs of beaming staff and smiling patients <\/span>\n<\/span>\n\n \n <\/span>\n <\/span>\n <\/span>\n<\/span>\n<\/h6>\n
\n
\n [vc_column_text]The graphic design of the project is meant to be minimalistic, modern flat and clean Hence, good photographs form a significant part of the visual identity of Chirdia. During photo and video shoots for the client, we focused on emphasizing pleasant and smiling staff situated in the family environment.[\/vc_column_text] <\/div>\n<\/div><\/div>[\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”150px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” in_content_menu=”in_content_menu” content_menu_icon=”” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” anchor=”logo” content_menu_title=”Logo” z_index=”” el_class=”martinov-napad2″][vc_column width=”2\/3″]
\n \"\" \"\" <\/div>[vc_empty_space height=”30px”][vc_column_text]* Move the slider to compare the logomark and logotype now \/ before.<\/em>[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][vc_column width=”1\/3″][vc_column_text]<\/p>\n
New logo<\/h6>\n

[\/vc_column_text][vc_empty_space height=”45px”][vc_column_text]The logo of the Chirdia Clinic underwent a significant transformation. The client insisted on using the local landmark \u2014 the tower of Tren\u010d\u00edn’s Castle. The darkest typeface of the Montserrat family replaced Book Antiqua Bold. Book Antiqua Bold. The change of typeface delivered a close visual match toward the font used on the website. For a touch of originality, we have customized the shapes of the letters in the logotype.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”150px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” in_content_menu=”in_content_menu” content_menu_icon=”” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” anchor=”webstranka” content_menu_title=”Webstr\u00e1nka” el_class=”martinov-napad2″ z_index=””][vc_column width=”1\/3″][vc_column_text]<\/p>\n

Website<\/h6>\n

[\/vc_column_text][vc_empty_space height=”45px”][vc_column_text]The rebranding brought most of the changes to the Chirdia’s website. Our goal here was, besides those as mentioned earlier, to maintain as much connection as possible to the previous one. From the Nomad’s mural, we retained the rectangular graphic elements. The site displays the newly redesigned logo, and the colour palette should look familiar to the returning visitor. The most significant difference here, nonetheless, is the quality of the new copy and the photos. Based on extensive interviews with Chirdia’s staff, our copywriters have created it’s content anew. [\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][vc_column width=”2\/3″][qode_in_device_slider device=”desktop” titles_on_hover=”yes” navigation=”yes” auto_start=”no”][qode_in_device_slider_item target=”_self” image=”22088″ title=”New website”][qode_in_device_slider_item target=”_self” image=”22089″ title=”Above is the home page of the previous site. Note that we have tried to keep it as close as possible to the previous one visually.”][\/qode_in_device_slider][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”150px”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”grid” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=”” el_class=”cover-boxes-1″][vc_column]