Ehtiwa Medical Center is a developmental-behavioral center in Saudi Arabia offering a range of rehabilitation services that target children with developmental disorders and the community beyond.
Ehtiwa wanted to create a new brand identity that both centered its core idea of involving the whole family and community and reduce perceived stigma towards children with developmental disorders.
After holding workshops with Ehtiwa’s team, interviewing affected parents and analyzing emerging trends in the industry, we identified the needs of children and their concerned families as well as issues related to the brand’s touchpoints.
We had to tackle the services of Ehtiwa, methods to empower children and their parents as well as the center’s physical space to become a welcoming, community-focused environment free of the medical feeling of hospitals.
Brand Strategy:
With the brand personality of a Caregiver, we defined the new values of Ehtiwa: Empowerment, Inclusivity, Nurture, Empathy, and Leadership. Those values were then manifested in Ehtiwa’s new offerings and branding.
A. Parental Support
We created the “Power Hub” a space that offers training programs and support groups for parents to feel empowered. Local artists were invited to redesign this space with empowering messages.
To better support new parents joining Ehtiwa, we designed welcome kits to be part of the orientation phase. It included:
- A branded tote bag
- Branded items (pins, notebook, pens)
- Explanatory brochures about the program and center
- User ID Card
- Branded folder with educational materials
B. Converting Skeptical Parents
To convey the effectiveness of the program for skeptical parents, we designed the Wall of Fame featuring fictional characters of Ehtiwa’s kids telling their achievements. We also featured examples of influential figures with developmental disorders to show families that their kids can achieve anything.
C. Community Outreach
To allow remote schools, neighbourhoods and NGOs to overcome obstacles of reaching Ehtiwa, we designed the Hero Support Vehicle; a mobile intervention unit where “Ehtiwa comes to you”.
D. The Center’s Navigation
Driven by empathy and focused on the user journey, the center’s signages are simplified to ensure smooth navigation. We used color coding as well as white and colored acrylic materials giving a contemporary and modern feel along with curvy shapes for a friendlier effect.
Brand Identity:
The logo tells the story of an apical butterfly where its uniqueness lies in its asymmetry and multicolored parts to emphasize the notion of celebrating diversity.
Derived from Ehtiwa's values, the logo included four main icons resembling empowerment, empathy, inclusivity, and nurture. Each icon has a unique shape and color.
All four values describe Ehtiwa’s mission towards empowering individuals with special needs, allowing them to spread their wings and reach their ultimate potential.
The selected latin and Arabic typefaces are both characterized by curvy and bold shapes to reflect innocence and approachability. As for the colors, they are bright & optimistic and not medical to highlight the sense of empathy and belonging at the center.
Results:
Through this rebrand, Ehtiwa gained the confidence of prospective parents who now viewed Ehtiwa as reliable. Also, the customer journey was redesigned with a human-centered approach that made the whole experience smoother and empowering.