CASE FILE // GAD-INSTITUTE

GAD Heart & Lungs Institute

01 / CONTEXT & AUDIT

A pioneering private cardiopulmonary institute entering Saudi Arabia and the Gulf — competing for international medical tourists against established hospitals — with no unified brand to carry clinical authority and human warmth at the same time. World-class expertise existed; a system to communicate it did not.

DISCIPLINE
Complete Brand System — Healthcare
TEAM SCALE
1 designer · bilingual EN/AR system · branded-house structure
TIMELINE
2025 · V2.0 full brand identity + guidelines delivered
RECORD
GAD-INSTITUTE
0Brand system beforeSTARTED FROM STRATEGY
2Languages, one lockupENGLISH + العربية
4Audiences to servePATIENTS · TOURISTS · INSURERS · FAMILIES

02 / RESEARCH & LOGIC

Healthcare branding in the Gulf splits two ways: public-clinical (cold, generic, low-cost signalling) or corporate-sterile (polished but impersonal). The open position — a Caregiver archetype reading as both clinical trust and genuine human warmth, anchored to Vision 2030 and medical tourism — was unoccupied. Deep Blue for trust, Crimson Red for vitality: a color gap nobody owned.

CAREGIVERHEART+LUNG MARKTRUST-BLUEVITALITY-REDBILINGUALBRANDED-HOUSE
DISTINCT →← SYSTEMPublic-clinical APublic-clinical BCorporate-sterile CCorporate-sterile DRegional generic EGAD Institute
Competitor landscape: distinctiveness vs system maturity.

03 / EXECUTION & GOVERNANCE

The system, governed: tokens, states, and the grid they live on.

STRUCTURAL TOKENS

deep-blue#005895Trust / primary · P 107-8U
crimson-red#AB121CVitality / accent · P 49-16U
cool-grey-8#878787Neutral / dark grey
heading-enTrapBold headlines / titles
body-enMontserratBody / subheads
arabicAlexandriaArabic titles + body

COMPONENT STATES

RESPONSIVE LAYOUT

CLEAR SPACE 0.5xLOGO RATIO 1/10 shorter sideEDGE MARGIN 0.5x height
v2.0
+45%
CTA
⇔
BEFORE // AUDITAFTER // SYSTEM

DRAG THE LINE — AUDIT STATE ⇄ GOVERNED SYSTEM

GALLERY / THE SYSTEM, RENDERED

BRAND MARK · HEART + LUNG, FUSED
BRAND MARK · HEART + LUNG, FUSED
BRAND IDENTITY · V2.0 COVER
BRAND IDENTITY · V2.0 COVER
LOGO ANATOMY · LOCKUP ELEMENTS
LOGO ANATOMY · LOCKUP ELEMENTS
VARIATIONS · EN / AR · H / V
VARIATIONS · EN / AR · H / V
SYMBOL ONLY · FAVICON-READY
SYMBOL ONLY · FAVICON-READY
PRIMARY PALETTE · DEEP BLUE + CRIMSON
PRIMARY PALETTE · DEEP BLUE + CRIMSON
INFOGRAPHIC PALETTE · DATA SYSTEM
INFOGRAPHIC PALETTE · DATA SYSTEM
TYPE · TRAP · MONTSERRAT · ALEXANDRIA
TYPE · TRAP · MONTSERRAT · ALEXANDRIA
STATIONERY · BUSINESS CARD
STATIONERY · BUSINESS CARD
ENVIRONMENTAL · FACADE SIGN
ENVIRONMENTAL · FACADE SIGN
OUTDOOR · GENUINE ACCESSIBLE CARE
OUTDOOR · GENUINE ACCESSIBLE CARE
EXHIBITION STAND · VISION 2030
EXHIBITION STAND · VISION 2030

04 / PERFORMANCE & POST MORTEM

1System, end to endSTRATEGY → IDENTITY → GUIDELINES
12+Branded applicationsSIGNAGE · UNIFORM · STATIONERY · STAND
V2.0Governed brand bookPANTONE-LOCKED, NOT GUESSED

RETRO LEDGER

[KEEP]The heart-and-lung mark — two symbols fused into one circular form, vitality and breath in a single recognizable glyph that survives down to a favicon.
[KEEP]Caregiver archetype as doctrine: 'closer to every heart' drives messaging, color, and imagery — warmth and clinical authority held together, not traded off.
[KEEP]Branded-house structure linking GAD Institute to GAD International — one equity, many offerings, governed from day one.
[CHANGE]Tighten Arabic/English vertical lockup balance at small sizes before the next signage print run.