Artistic brand for state of the art hospital

The challenge

Kensington Hospital is Whangārei’s only private hospital and treats patients from across Northland. The hospital has been successful in attracting quality specialist staff, and the range of services they provide means that travel to Auckland for private healthcare is no longer needed for many Northlanders.

The existing brand had been in use since 2001 and as the hospital was expanding with new state of the art facilities, the staff and board were looking to clearly differentiate themselves from the public hospital and promote their key specialists and services.

The solution

bigfish created a modern appealing brand to take Kensington Hospital forward and clearly positions them as Northland’s only private surgical hospital. The new brand represents a professional forward thinking, caring private surgical hospital, for Northlanders.

The logo is a stylised K for Kensington, incorporating lines and shapes which represent their human approach (body, movement, vitality) blended with the lines and curves of surgical instruments.

A rich colour palette has been introduced to build strong external recognition and memorability for the brand. The abstract colours, inspired by artist Mark Rothko, draw the observer into the image. The colours have been chosen for the emotions they create to help patients feel at home, calm and welcome in the hospital.

The new brand is being used across the hospital, on external signage and in the newly built reception area.