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2019.11
RAON WOMEN'S CLINIC
연세 라온 산부인과
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CLIENT
연세 라온 산부인과
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INDUSTRY
Healthcare -
SERVICE
Creative Strategy ,
Branding(BI) -
AWARD
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THE CLIENT
클라이언트
The branding of RAON WOMEN'S CLINIC was a significant project in a way that it created a healthier treatment culture by combining the intangible service of healing and care into the overall brand experience of patients through kindness and striking design. Unlike traditional hospitals that emphasized only the aspects of treatment, Yonsei Raon Obstetrics and Gynecology provides a cozy space for those who visit the hospital, and special care services for customers. Yonsei Raon Obstetrics & Gynecology aims to make your time more valuable and meticulously accessible through meticulous care and comfortable space. Thoughtful health care service that considers the mind of the customer and a warm and comfortable atmosphere that can focus on the treatment completely.
연세 라온 산부인과 브랜딩은 치유와 보살핌이라는 무형의 서비스를 배려와 친절이라는 정서적 가치를 통해 고객의 브랜드 경험 전반에 녹여 내어 더 건강한 진료 문화를 만들었다는 점에서 중요한 프로젝트였습니다. 순우리말로 즐거움을 의미하는 연세 라온 산부인과는 고객이 산부인과를 문제가 있거나 아플 때 찾는 공간 아니라 언제든 편안하게 방문할 수 있고, 몸과 마음의 건강을 돌아볼 수 있는 휴식과 치유의 공간이 되기를 원했습니다. 오직 치료의 측면만을 강조했던 기존의 병원과는 달리 연세 라온 산부인과는 병원을 찾는 이들이 편안함을 느낄 수 있도록 아늑한 휴식의 공간과 더불어 의사와 고객이 공감대를 형성할 수 있는 사려 깊은 케어 서비스를 제공합니다.
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THE OBJECTIVE
목적
Most of the clients had negative thoughts of obstetrics and gynecology which were caused by careless treatment experiences, such as unnecessary questions with unknown intentions or inconsiderate facilities where they can feel shameful. We wanted to create a brand where customers are welcomed and stay longer. The brand design of RAON WOMEN'S CLINIC helps patients to recognize the clinic as a space for relaxation and healing where they can visit pleasantly and look back on their health, rather than as a place to visit when they have problems or sickness.
프로젝트를 진행하면서 가장 문제로 생각했던 것은 병원이 아플 때 가는 곳, 질병 치료를 위한 공간이라는 부정적인 인식과 연관되어 있다는 사실이었고, YNL Design은 고객들이 병원을 긍정적으로 인식하고 언제든 편안하게 방문할 수 있도록 브랜드 경험을 개선해야 했다. 또한 연세 라온 산부인과가 제공하는 고객의 마음까지 생각하는 사려 깊은 헬스 케어 서비스와 진료에만 온전히 집중할 수 있는 포근하고 편안한 분위기라는 기능적, 정서적 가치를 반영한 차별화 된 브랜드 아이덴티티와 일관된 브랜드 이미지 구축을 프로젝트의 목표로 삼았습니다.
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THE SOLUTION
해결방안
The idea came from the point of experiencing the ‘Journey to Light’ facing the inner light through a time of meditation and reflection enjoyed while appreciating the ‘light’. The color that expresses light conveys the meaning of having a healing time facing themselves in a uniquely designed space. A reddish red gradient color was used as the main graphic motif, and a clear bronze color was added to convey warmth and a sense of stability. Unlike the typical hospital image, which is represented by a medical and sharp image, the brand identity was created by blending colors and light with a luxurious and elegant atmosphere as symbolic design elements.
삶에 가치를 더하는 치유와 회복의 공간, 연세 라온 산부인과가 제시하는 브랜드 경험을 ‘빛으로의 여정’이라는 디자인 콘셉트로 표현하여 브랜드가 지닌 본질적 가치를 심미적, 정서적 가치로 확장했습니다. 로고타입과 심볼은 사이니지나 명함, 서류 등 인쇄물에서 따스하고 우아한 빛깔의 동박 후가공으로 표현하여 라온이 추구하는 세심한 진료의 가치와 환자를 존중하는 특별한 치료의 경험을 고급스러운 무드로 전달하고자 했습니다. 창백한 이미지로 대변되는 일반적인 병원의 이미지와는 다르게 고급스럽고 우아한 분위기를 품은 그라디언트 컬러를 상징적인 디자인 요소로 녹여내어 연세 라온 산부인과의 브랜드 아이덴티티를 완성했습니다.
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