Market growth, patient expectations and competitive consolidation meant that GHI’s portfolio of standalone clinics had a limited future. They asked us to develop a common brand and define their clinic experience to benefit patients and integrate employees.
During our exploration we interviewed both patients and staff to understand the qualities that had allowed them to retain so many loyal patients in the face of intense competition with below standard facilities. We discovered a deeply ingrained culture of care that brought their team together and enabled them to treat patients as humans rather than revenue.
Amber is as old as time itself, dating back millions of years. It has been used throughout history for its magnificent healing power. Many of Amber’s properties remain undiscovered, we do not even know which prehistoric tree produced this fantastic resin 50 million years ago... a mysterious yet beautiful natural resource. Our design celebrates Amber’s elegant form.
The new Amber brand has brought an enormous sense of pride to the clinic staff – it celebrates their success and reinforces their caring culture.