Red Sea Global Health

Branding

The Brief

Red Sea Global (RSG) is a master developer in Saudi Arabia.
"Healthcare development is part of development division within RSG. Healthcare scope is to develop and implement healthcare facilities and services under RSG and AMAALA destinations.
The healthcare facilities encompass three types of assets: primary and secondary care hospitals in the Red Sea and Amaala destinations, an airport clinic, and stations for emergency medical services.
The healthcare services will be operated by a third-party provider.
The Goal

Establish a strong and distinctive brand identity.
Increase visibility and awareness of the healthcare department both externally and internally. Build trust and credibility among patients and stakeholders.
Align the brand with the destination's image.
Foster internal alignment and pride within the healthcare department team.
To inform and educate RSG staff about the Healthcare projects in an accessible way while sparking interest and excitement.
The Target

All individuals who are going to benefit from healthcare facilities services.
Internal RSG staff, including senior leadership.
RSG workers living on staff sites,
External stakeholders such as MOH.
Brand Values

Respect by treating everyone in our community with dignity.
Integrity by adhering to the highest standards of professionalism, ethics, and personal responsibility.
Compassion to provide the best care, treating patients and family members with sensitivity and empathy.
Excellence to deliver the best outcomes and highest quality service through the dedicated effort of every team member.
Brand Personality and Tone of Voice

Clear, concise, straightforward, honest, open, professional, respectful, and accessible.
Derivables

1. Diagnostic & Situation Analysis
• Research and Analysis, such as Benchmarking and Stakeholder Interviews.
• Risks and benefits associated with different naming strategies
Derivables

1. Brand Positioning & Strategy
Mission
Vision
Values
Brand Narrative
Brand Personality

The case study

It all started with a series of interviews.

We talked to stakeholders to understand the brand and reframe the brief.

What the brand needs to be

At the Destination
Guarantee safety, visibility, awareness, differentiation, credibility and trust within every target:
Internal RSG staff of all levels, including families;
Tourists visiting the destination.
Foster pride within the healthcare department team.
Represent a healthcare experience strong enough that it would attract attention and possibly be recreated at other destinations.
What the brand needs to be

As part of the Healthcare Sector Transformation Program
Stand for innovation and excellence in new Era for Healthcare in KSA.
Attract international attention, talent, recognition and accreditation.
Improving quality and efficiency of Health Services, facilitate access to Health Services, and enchancing prevention against health risks.
What the brand needs to represent

Respect by treating everyone in our community with dignity.
Integrity by adhering to the highest standards of professionalism, ethics, and personal responsibility.
Compassion to provide the best care, treating patients and family members with sensitivity and empathy.
Excellence to deliver the best outcomes and highest quality service through the dedicated effort of every team member.
Modernity by guaranteeing state of the art equipment and impeccable facilities, always updated according to the latest international guidelines.
Comfort that exceeds expectations and is the result of all the other values combined.
Proximity by being present, we operate more efficiently and build familiarity that originates trust within the community.
What the brand should sound like

Kind, clear, concise, straightforward, honest, open, professional, respectful, and accessible.

Research

1. Benchmark

Benchmark Conclusions

Brand statements in the healthcare sector are straightforward and clear.

Blue and green are the most popular and conventional colours, although black and white would position the brand as more luxurious and warmer tones can make the brand seem more welcoming.
There are plenty of symbols recognised worldwide as part of the health sector. We need to be quickly identified as healthcare providers, but we have the freedom to explore how we are represented.
All our hospitals, clinics, etc., will be physical representations of the brand, and they should explore ways to be perceived as comfortable and caring places not only for patients but also for staff and visitors.

2. Trends

Trend analysis takeaways

Technology can be a catalyst for a more empathic medical service.
A digital presence is vital to the endurance and strength of our brand.
Positioning the brand and the region as a viable option for highly skilled cosmetic surgery and unparalleled rest and privacy could be clear paths to profitability.