The Bays Hospital Group is a great healthcare provider. The organisation is nationally awarded and well regarded by many in the local area. However, more and more competitive hospitals with newly developed buildings in the Mornington Peninsula market are providing strong alternatives. Compounding this, locals were also choosing city hospitals for their healthcare requirements without knowing how good their local private hospital was.
Like many healthcare brands, the logo and colours were dominated by the colours of hospital scrubs and framed with cliched descriptors. After a discovery process that included in-depth interviews with locals, staff and specialists, we uncovered that everyone describes the community hospital experience as akin to being cared for at home by friends. The hospital is simply known as the 'The Bays’, so we developed a simplified logo and colour pallet that mirrored the popular colours of coastal homes on the Mornington Peninsula.
The new brand has only just launched and is being rolled out through print and social media. The Bays' new website will launch later this year: The Bays New Site from July 2016.