CASE FILE // GAD-INSTITUTE
GAD Heart & Lungs Institute
01 / CONTEXT & AUDIT
A specialist cardiac and pulmonary care institute operating under a generic hospital visual identity — no mark that signaled its dual specialization, no system governing patient-facing communications, and an ambition to expand regionally while competing against internationally branded healthcare groups.
- DISCIPLINE
- Systemic Identity
- TEAM SCALE
- Creative lead (Mustafa) · medical director · marketing manager
- TIMELINE
- 2023 · Complete brand system, end to end
- RECORD
- GAD-INSTITUTE
0Brand system beforeSTARTED FROM STRATEGY
2Languages, one lockupAR / EN UNIFIED
4Audiences to servePATIENTS · TOURISTS · INSURERS · FAMILIES
02 / RESEARCH & LOGIC
Healthcare identity in Egypt clustered into two poles: clinical-corporate (cold, bureaucratic) or consumer-pharma (loud, promotional). GAD needed a third voice — the trusted specialist: warmer than a hospital, more precise than a clinic, internationally legible without losing Egyptian rootedness.
TRUSTPRECISIONWARMTHBILINGUALHERITAGE
03 / EXECUTION & GOVERNANCE
The system, governed: tokens, states, and the grid they live on.
STRUCTURAL TOKENS
| deep-blue | #005895 | Trust / primary · P 107-8U |
| crimson-red | #AB121C | Vitality / accent · P 49-16U |
| cool-grey-8 | #888B8D | Neutral / dark grey |
| Trap | Bold | Bold headlines / titles |
| Montserrat | Regular | Body / subheads |
| Alexandria | Regular | Arabic titles + body |
COMPONENT STATES
RESPONSIVE LAYOUT
MOBILE 4-colTABLET 8-colDESKTOP 12-col
v2.0
+45%
CTA
⇔
BEFORE // AUDITAFTER // SYSTEMDRAG THE LINE — AUDIT STATE ⇄ GOVERNED SYSTEM
GALLERY / THE SYSTEM, RENDERED
04 / PERFORMANCE & POST MORTEM
V2.0System, end to endSTRATEGY → IDENTITY → GUIDELINES
6+Branded applicationsSIGNAGE · UNIFORM · STATIONERY · STAND
1Governed brand bookPANTONE-LOCKED, NOT GUESSED
RETRO LEDGER
[KEEP]The heart-and-lung mark — two symbols fused into one circular form, vitality and breath in one gesture.
[KEEP]Caregiver archetype as doctrine: 'closer to every heart' drives messaging, color, and environmental design consistently.
[CHANGE]Tighten Arabic/English vertical lockup balance at small sizes before the next signage run.
[KEEP]Branded-house structure linking GAD Institute to GAD International — one equity, many expressions.