As it prepared to celebrate its 40th anniversary, being asked to rebrand the Ulster Independent Clinic was a huge honour. We were even more delighted when we were asked to create a new website. Imagine our excitement when we started to roll out the brand in its £8.5million expansion – the new home to its Outpatient Department. Now it has been officially opened by Rory McIlroy, we can show you a few of the results.
The Ulster Independent Clinic brand reflects its commitment to excellence in the quality of care, facilities, skills and equipment. Through a brand audit, we challenged the normal “refresh” approach and used a discovery workshop to look to the next 40 years. The new brand is fresh but familiar; modern but trusted; engaging but distinguished. The refreshed logo weaves through every part of the hospital and its communication channels.
We created a website to match the customer clinic experience, whether that customer is a patient, their visiting family or the consultants. Easy to navigate and filled with useful content, the website provides information to prepare Clinic visitors before their actual visit. Modern and engaging, reflecting the brand in each click.
A hospital can be daunting. No matter how expert the clinicians, how wonderful the staff or top class the experience, everything can feel cold and distant. Walls are intimidating, lights starkly bright and the signage useful, but indifferent. We were tasked to dress the building to be both comforting and invigorating for patients and their visitors. Also to create a more invigorating environment for staff to work in.
The Ulster Independent Clinic prides itself on being patient focused. In its original building, an inviting warmth and welcome were created by soft furnishings and classical art on the walls.
The new modern three-story extension would have a contemporary feel with soft greys and oak wood trimming.
The new brand signs, dressed the corridors, doors and patient areas. We created bespoke sizes to reflect each room and environment.
The wayfinding needed to be practical with crisp clean lines and non-fussy – but it didn’t want to feel cold and clinical – and that’s what traditional way-finding signage can be. We’re all familiar with blue, silver, black & white metal signs.
It was vital the Ulster Independent Clinic signage and wayfinding in the new building presented an essential mix of professional, modern and bright, but also welcoming, calming and warm emotions.
We continue to be excited about going to the hospital…. Our ongoing creative design service ensures the brand is delivered consistently to patients, consultants, staff and visitors.
"We engaged Fourteen Forty to appraise and refresh our brand, website and signage at the beginning of the project that has culminated in the recently opened Outpatient facilities. Working with Rory and the team was a pleasure. They listened to our needs and aspirations. They provided ideas, solutions and a fresh approach that we could engage with.
I would recommend Fourteen Forty to any organisation wishing to renew or develop their brand."
– Nicola McGregor, Ulster Independent Clinic