A modern brand refresh of Fresenius, a trusted name in dialysis care embracing a patient-centered approach that embodies compassion, care, and contemporary values.
Creating a patient-centered visual identity posed one of the primary challenges in the project, requiring a delicate balance between professionalism and approachability. Another challenge was revamping the logo to align with the updated brand image. Selecting a suitable font, such as the Financier display sans serif, was essential to elevate the brand's aesthetics. Moreover, finding the right color scheme was crucial in transitioning from a stark blue palette to a more friendly and inviting atmosphere.
The logo was redesigned using the Financier display sans serif font, which added a touch of sophistication and credibility to the brand's identity.
The color palette was refreshed, with the introduction of the color purple to evoke a friendlier and more compassionate vibe. Photography played a key role, featuring images of individuals living with kidney issues who were leading happy and healthy lives. By showcasing their experiences, the focus shifted towards compassion and positivity, creating a more relatable connection with the audience. The overall design approach aimed to strike a balance between professionalism and a welcoming atmosphere, ensuring that the brand was perceived as reliable, caring, and patient-centered.
