Muscat Eye Laser Center is a well established clinic in Muscat, Oman with a wide multi-cultural client base comprising of Omanis, expatriates and medical tourists. Word of mouth was the primary factor towards customer decisions. Muscat Eye Laser Center’s objective was to build a strong local brand prior to expanding its clinic operations in Oman hence a re-branding programme was required.
Strategic
The aim was to build a strong local brand that is motivating, differentiates itself in the market and drives sales and customer perceptions. Perceived emotional and rational barriers center on fear of the procedure and its cost.
The new brand promises to enhance patient confidence in the procedure and as a solution to the social and career related demands of a busy modern world. Speed and modern technology are attributes at the heart of the brand promise.
‘Life Enhancing Eye Care’ makes a promise substantiated by state of the art technology and the organization’s highly trained doctors. The tagline is reassuring and reinforces the brand message.
Creative Solution
Muscat Eye Laser Center’s visual identity features a simple yet dynamic and relevant shape with colors carefully selected to address the psychology of patients and the tone of the environment. A cool palette achieves a combination of objectives by delivering a tranquil, modern feel that is in sync with the speed and reliability of modern procedures and technology.
Conclusion
MELC’s re-branding gave it a strong visual presence and confidence towards building awareness in the market prior to expanding the business. The strategy and visual language have been used across marketing touchpoints, advertising campaigns, PR and through clinic environments which was refreshing and inspiring to the staff and initiated internal staff engagement.
The clinic has successfully grown its operations to additional locations and has established itself as the leading provider of ophthalmic care in Muscat.
Project Summary
- Brand Strategy
- Brand Audit
- Brand Workshops
- Brand Strategy
- Brand Positioning
- Brand Expression
- Brand Identity
- Visual Tone of Voice
- Brand Photoshoot & Image Library
- Brand Experience
- Brand Communications Suite
- Brand Management
- Brand Guidelines
- Brand Launch
