Corporate Design for the Krankenhaus Sankt Marien in Ratingen
BrandingBrand StrategyCorporate DesignUX DesignUI DesignWeb DesignCommunication StrategyEditorial DesignWeb Development
The St. Marien Krankenhaus in Ratingen has become the central point of contact for healthcare services. In addition to basic and standard care, it also offers extensive inpatient care for the elderly as well as outpatient care options in the associated medical centre. A modern conference centre rounds off the offering.
The Task
To be able to communicate its complex, historically grown structures transparently, the St. Marien Krankenhaus needs a clear brand architecture. The aim is to give patients, visitors and residents, who are often anxious, a positive feeling, to radiate security and to win their trust.
The Solution
Soft forms and a warm colour palette are meant to radiate the necessary degree of friendliness and give the brand a likeable character. While an umbrella brand represents the company's fundamental values, its structure becomes recognisable through subtle adaptations.
The Implementation
The umbrella brand of the St. Marien Krankenhaus is given neutral shades of grey, while the associated facilities are each assigned the colours yellow, apricot and sky blue. Further colour fields in delicate tones and round shapes run through the entire Corporate Design and present the company as a self-contained identity.
Each facility of the St. Marien Krankenhaus is designed in its own colour and has its own name.
„Alongside the visuals, the holistic approach with its strategic aspects was always at the heart of the work. That convinced me.“Martin Heinen, Head of Corporate Communications Sankt Marien Krankenhaus
Photo shoot
Using a concept defined in advance, we carry out a photo shoot in Ratingen. One thing to note: the photos are always bright and clear in order to create a warm, friendly atmosphere. Modern, open and, wherever possible, light-flooded rooms emphasise the prevailing mood in the hospital and convey a feel-good atmosphere to the viewer. Here, visitors are greeted by the staff with a warm smile – and an honest one at that. Natural everyday situations demonstrate the staff's competence and embody confidence and trust.
Individual icon world
A specially designed icon set also increases usability by supporting quick visual comprehension.
Enhanced impact through soft forms
The entire Corporate Design is characterised by rounded corners that relate to the typography. Their soft effect underlines the positive feeling that patients are meant to associate with the St. Marien Krankenhaus.
Consideration of accessibility
The digital presence offers various user-friendly features such as adjustable contrast, enlargeable fonts and comprehensive search options. There is also a quick overview of the most important emergency numbers as well as the address, including a route planner.
Brochure concept
A uniform look was to be created for all units within the brochure concept.
A twelve-column grid makes it possible to place image and text elements flexibly. The free layout supports the positive overall impression of the Corporate Design and above all underlines the familial component.
On-site photo shoot
During a photo shoot lasting several days, the residents of the care home were captured in everyday situations. These illustrate their personal relationships with one another and with the staff.
Individual yet uniform
Under the new brochure concept, the layout principle applies to all units of the hospital. While each area uses its own colour palette, the wordmark and pictograms ensure high recognisability and allow them to be attributed to Sankt Marien at first glance.
We look forward to a no-obligation initial meeting with you
Christian Malling
Senior Project Manager