Joaquim Chaves Saúde

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Joaquim Chaves Saúde is a portuguese group that works exclusively in the health sector since 1959.

It has numerous medical laboratories and units with a particular focus on clinical analysis, health care units and oncological treatment centers.

The previous identity was based on old premisses that were no longer fitted to this institution, therefore in need of revision. The group was well-know for its clinical analysis centers but lacked reputation on every other service they offered. The challenge was to shift the public's perception of the brand from a clinical-analysis-single-offer brand to a strong, consolidated health brand, credible and impactful.

The restyling was a light but needed improvement of the identity. The result is a unique brand that communicates for the entire group, with hierarquical information that identifies each location and field of expertise. This single brand capitalizes its DNA, reinforcing the health-driven axiom of the group. Also, it became more flexible and easy to decline, avoiding visual discomfort and guaranteeing coherence.

Furthermore, the graphic content was almost inexistent, so the brand lacked visual communication assets. So a new line was designed to support it. It keeps the clarity and sobriety of the brand and adds new layers of modernity, freshness and elasticity.