The creative challenge was to create an integrated brand with visual identity, spatial identity, employee branding and enculturation of the BEAMS Minimal Access Surgery Centres as they expanded their national footprint.
‘Accomplished Care’. These two words effectively summarize the essence of the brand Beams. The Beams mark, inspired by natural forms, represents the holistic experience and attention to detail that Beams Hospitals provides. With warm colours and soft enveloping forms, the mark expands into spaces, creating themed patient rooms with a consistent visual language. An employee branding program was developed, encompassing everything from potential employee personality traits to uniform design.