Tnuva
DESIGNING THE MOST ICONIC AND BELOVED DAIRY BRANDS IN ISRAEL THAT STAND OUT IN EVERY FRIDGE
Tnuva
DESIGNING THE MOST ICONIC AND BELOVED DAIRY BRANDS IN ISRAEL THAT STAND OUT IN EVERY FRIDGE
MEUHEDET
A MEDICAL DECISION ON BRANDING AND STRATEGIC COMMUNICATION AT MEUHEDET
Brand Identity, Brand Charecter
As part of Meuhedet’s overall medical responsibility toward its patients, and in light of changes in the medical and social environment, the decision was made to strengthen and refresh the HMO’s graphic language.
This move is based on the understanding that preventive medicine is the true key to public health, and that health messages must be made accessible to all population groups – in a simple, approachable, and effective way.
The Medical Rationale
Preventive medicine seeks to identify health conditions as early as possible, before they develop into active illness.
To succeed in this mission, health messages must be communicated in a way that is clear to everyone – children, parents, seniors, and youth alike.
A clinical review of the current situation showed that the graphic language used so far was no longer suitable for the HMO’s new central message.
The previous elements, particularly the graphic strips, were not well understood, and health messages did not come across sharply or clearly.
The Design Solution – A Toolbox for Preventive Medicine
In response, a new graphic language was developed.
This language is based on principles of simplicity, lightness, and didactic clarity – “speaking eye-to-eye” and translating each medical message into a simple illustration that is easy to recognize and internalize.
The new system is built from graphic pixels, with each pixel functioning as a building block in a clear, concrete, and functional health-visual message.
For example, medical topics such as oral health, smart nutrition, physical activity, hygiene, screening tests, and more – are all conveyed through graphic symbols that are understandable to both children and adults, while maintaining a positive and engaging tone.
Implementation – The Clinic as an Educational Arena
The new graphic language is integrated into medical environments – clinics, complementary medicine centers, pediatric clinics, and pharmacies.
The walls no longer serve only as decorative displays, but become an arena for medical education and public health promotion.
At later stages, a new interior design was also developed for Meuhedet’s pharmacies, reaching the level of functional innovation – including robotic planning and clear division of service areas – ensuring that the patient experience is simple, accessible, and organized.
Medical Summary
The clear message is: health begins before illness.
Meuhedet adopts a proactive approach, distinguishing itself from other HMOs, and leading a clear and advanced vision of preventive medicine.
The new graphic language serves as a true therapeutic tool – part of the toolbox that Meuhedet offers to preserve the quality of life of every patient.
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Israel Air force
CREATING A POWERFUL VISUAL SYSTEM FOR ONE OF THE WORLD'S MOST POWERFUL AIRFORCES
Brand Identity, Motion Graphics
