Intima Clinic Group · Kraków
A clinic for gynaecology, urology and diagnostics. We turned a single brand into a group and carried it everywhere, from the sign on the building to the website.
The problem
When the clinic came to us, it operated in one building and was building a second. Everything sat under one logo: obstetrics, cosmetic gynaecology, urology, diagnostics and training for doctors. From the outside, all you could see was pregnancy.
“I'm trying for a baby.”
The clinic looks after her from the first tests to the birth. This is what most people knew Intima for.
Intima Fem
“I want to feel like myself again.”
Her children are born. Now she wants to feel good in her own body and fix what pregnancy changed. That's intimacy too, only this time she is at the centre.
Intima Fem Intima Aesthetic
“I want to look after him too.”
She's forty and her life is in order. She looks after her own health and that of her family, her partner included. The clinic needed a brand that would say plainly there's a place for men here.
Intima Men
“I want a check-up.”
Diagnostics is the basis of treatment, yet it got lost among the other services. It needed to be talked about on its own: why get tested and which packages to choose.
Intima Diagnostic
“I teach other doctors.”
Dr Basta, the clinic's owner, has a strong personal brand and runs training for doctors. The training needed a place of its own.
Intima Edu
Five different conversations, each in a different tone. And yet it had to remain one clinic: medical, boutique and close to its patients.
Conversation
We started with workshops with the doctors and the management board. We asked who comes to the clinic, with what, and what matters to them. First we listened, then we organised.
The conversations revealed five things the brand must never lose.
What we said plainly
Every new brand means a separate social media profile, a separate website and a separate budget that someone has to keep up every month. Intima didn't need five new brands. It needed one strong brand with room for five specialities.
The solution
At the top is Intima Clinic Group. Beneath it are Fem for women, Men for men, Aesthetic for aesthetic medicine, Diagnostic for tests and Edu for training. Each institute has its own colour and symbol, but they all speak with one voice.
Names before the workshops
Umbrella brand
Every logo in the group follows the same layout: a large INTIMA, a smaller name and a symbol in a flattened circle. If the clinic decides to start a podcast, the logo practically makes itself.
That's the point of an umbrella brand: recognition, strength and simplicity.
Visual identity
We moved away from the conventions of the Polish aesthetic and healthcare-related market. We chose muted colours, a distinctive serif typeface and photos of body details behind a soft glass effect.
Glass appears in backgrounds and photos. It conveys a sense of care and respect for intimacy.
A combination of the latest treatments, modern technology and knowledge and experience.
Brand animation
From this animation we took the motion, pace and transitions for teasers, posts and loops for the reception screens. That's why the spot in the waiting room and an Instagram post look like they belong to one family.
Scale
Rollout
01 The clinic building
The first clinic was hard to find. So we started from the street, with a sign that can be seen from a distance and says straight away what's inside.
Inside, directional signs and room numbers guide the way, and the logo hangs at reception.
02 Everyday materials
Over 60 team members have personal business cards in the colour of their institute. On top of that come folders, letterheads, forms, questionnaires, appointment cards, vouchers and clipboards. We handle the printing ourselves, from the file to collection from the printer.
The clinic also got its letterhead, forms and consent forms in Word, and presentation templates in PowerPoint. The team works in these programs, so we didn't make them switch.
03 Advertising
A roll-up for each institute, leaflets, Google ads and animations for the reception screens. Each institute speaks in its own colour and photo, but the layout stays the same, so an ad for Intima Men and one for Intima Fem are instantly recognisable as the same clinic.
For Google ads we prepared sets in four formats, from square to vertical for phones.
04 Events and training
Intima Edu got its own set: roll-ups, certificates, diplomas and training agendas. For events there are bags and name badges. Everything belongs to the same family as a doctor's business card and the clinic's website.
05 Website
“I want a website like Intima's. It's the best website I've ever seen.”
The website is one of the most important parts of the whole identity. It works both as a tool and as a source of knowledge about the clinic's broad offer, so we focused on clarity and minimalism.
We divided the offer the way patients search: “For her” and “For him”, with specialities, tests and problems inside. Each institute has its own colour, so it's always clear which part of the clinic you're in.
Online booking shows the team split between the two clinics and leads straight to the doctors' calendars. We designed the website, built it on WordPress and keep developing it together with the clinic.
06 Social media
Posts for each institute, profile covers and animated posts. We built the visual key so that an announcement such as “October for women, −50%” can be put together from ready-made elements in a few minutes.
INTIMA Fem INTIMA Aesthetic INTIMA Men INTIMA Diagnostic INTIMA Clinic
October for women
−50%
on a preventive check-up package
intimaclinic.pl
“The Fluostudio team created a visual identity for us that perfectly captures the character and values of our clinic.”
“An additional advantage was that all the work was completed according to the previously agreed schedule, which allowed us to plan the rollout of the new materials effectively.”
“We also value their support with ongoing graphic design projects. Every job is carried out with complete professionalism, quickly and efficiently.”
The result
A new doctor gets a business card from the template. A new service gets a page from the template. A new department gets a logo in the same frame. The clinic grows, and patients recognise the same place everywhere.
In the gynaecology and aesthetic medicine market, this identity clearly stands out. It is built on naturalness, subtlety and care for every patient, women and men alike.
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