National Breast Care Center (NBCC)
Helping Bring a Medical Center to Life
When we were approached by the National Breast Care Center to help them launch their innovative center in Lebanon, we were thrilled. The center’s approach spoke to us and motivated us, the team of experts are impressive and yes, we love working on something completely from scratch.
The initial mandate was to work on a communications plan, create an identity, signage and wayfinding, website and later on launch the center’s online presence.
After multiple discoveries with the team, including branding exercises, we were able to determine the positioning of the center, its target audience and how it should communicate. And everything, including an annual communication plan and budget, trickled down from there.
The identity had to showcase a perfect balance between corporate and approachable; and we wanted it to be an identity we can leverage in an interesting way across all collaterals we would later on create. The selected option, based on an abstract showing of the three layers that make-up a woman’s breast, gave us the leeway we wanted.
Then of course we dispatched the usual suspects, the stationery: business cards, letterhead, folders and the works.
More importantly, the content came along. We worked with an expert writer to come up with the baseline content we would need for the website and for the initial batch of brochures. Together with the writer, we interviewed the subject matter experts, Dr. Imad El Hajj and Dr. Charles Maalouf, to make sure we extracted the most valuable information to populate our content needs.
In addition to this and in partnership with a team of photographers, we mobilized the team for 2 consecutive days in order to capture the photos needed so that we can showcase the center and the team under the best light.
For the launch of the center, we were able to dispatch three brochures:
And we were able to launch the website, which we will serve as our online hub.
In parallel to the above, we worked closely with the team and architect to come up with the optimal signage, wayfinding and ambient branding solution, which wasn’t a straightforward exercise given that the center is housed in a hospital which has a completely different identity. But we never steer clear of challenges and we made it work despite the constraints.
Our work didn’t end there.
To complete the sensorial experience, we also worked with a music consultant to ensure that visitors and patients felt comfortable and relaxed (as much as possible) when visiting us. Have a listen!
And last but not least, we soft launched the center’s social media presence to start creating awareness for the center and to raise awareness on the importance of early detection.
We are very proud to be working with the whole team at NBCC and look forward to witnessing new milestones along with them.The work that has been accomplished so far pays tribute to the strength of Spearhead, which is that of playing the role of a brand’s marketing arm, by deploying our expertise where needed in addition to plugging in and managing others’ expertise to reach the brand’s goals.
Stay tuned for more things coming from NBCC!
- Katia Barakat (Marketing Strategy)
- Wadih Antoun (Digital Strategy)
- Elyan Jabre (Branding & Design Strategy)
- Yara Rizkallah (Design Team)