YEAR:
2026
VISUAL IDENTITY
MERIT HEALTH
CLIENT:
PRIVATE CLINIC NETWORK · NEW CAIRO
IDENTITY · CAMPAIGN · WEB DIRECTION
An AI image studio that needed to look more human than its competitors. The paradox was the brief. We leaned into it — building a visual language that sits exactly on the line between real and constructed.
challenge
Private healthcare in Cairo is a trust category pretending to be a price category. Every clinic in the market used the same blue, the same stock photography and the same promises. The client needed to look like the one you would send your family to, without ever having to say it.
results
A calm, editorial identity with no stock imagery and no blue. Every touchpoint was redrawn to the same standard — signage, patient forms, WhatsApp templates, the booking flow. Referrals now arrive with the clinic named rather than an individual doctor, which is the change we were actually designing for.
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