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MEUHEDET
UNITING A DIVIDED HEALTH FUND
5169 website
The Meuhedet (“United”) health fund approached us with the understanding that it was no longer a small health fund serving a very specific, narrow target audience, but was now one of the market leaders and therefore required a new brand identity. Its aim was to “talk” like a leading, influential health fund in Israel while still retaining its unique character, advantages, and current assets that set it apart from its competitors.

The strategy we selected came from the realization that the human touch is a rare commodity in modern medicine, where the term “care” has been replaced by “appointment”, “referral”, and “consultation”. Meuhedet, the new player that came from the small arena, can answer our deepest human need – treatment with a caring approach.

The new Meuhedet brand identity was founded on the values of care and compassion alongside innovation and development. We branded it as a health fund that cares about its members’ health and quality of life – not just while they are ill, but always. This leading value, care, set the tone for most activities.

In light of this strategy, we developed a new design language – warm and optimistic, representing Meuhedet’s role in the lives of its members, providing heartfelt care and compassion. We understood that the main interactions between patients and Meuhedet take place wherever treatments are conducted. We therefore focused on branding the clinics. The clinic branding project was carried out nationwide, and was one of the largest in 

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