Established in 1907, Matilda International Hospital is a leading healthcare service provider and world class private hospital in Hong Kong. Matilda has a long tradition of leadership and bringing innovation to healthcare in Asia.
Matilda commissioned Stepworks to create an identity that expressed its premium global standards, and provide a foundation for future communications initiatives. The objective was to align the hospital’s corporate identity with its strong reputation for staying at the forefront of medical advancement.
Leadership asserted – The hospital’s new brand amplifies its modernity and celebrates its rich history. It encourages Hong Kongers to take a fresh look at its overall offering.
Clear differentiation – The simple, confident, contemporary design sets Matilda apart from the staid, dated formality of most Hong Kong hospital branding.
“The new logo injects positive energy into our brand, and reaffirms our strong commitment to connect with our patients and healthcare partners.”
Linda Burgoyne, CEO
Matilda International Hospital
Stepworks helped design a new website as part of the brand advisory service. The website was central to the rollout of Matilda International Hospital’s newly refreshed brand.
In addition to the information architecture and key page copywriting, Stepworks designed the website aesthetics, according the new brand guidelines, which was then coded by a third party.
User friendly – The flat user-centred website architecture enables visitors to quickly find what they need, regardless of which page they entered.
Longevity – By following best current practices for design, device compatibility and SEO, the new website is designed to be more useful to more people for a longer time.
Amplified brand – The website accurately communicates Matilda’s key brand messages to all its most important stakeholders.
An important objective of the Matilda rebranding was to give the team the resources necessary to develop future communications initiatives.
We assist Matilda’s brand builders with a guided toolbox approach. A short animated video was produced to inspire Matilda with ways they could apply various components.
In addition to comprehensive guidelines, an on-brand presentation deck showed the way forward.
Engaged stakeholders – The approach united the Matilda team, who liked the warmth and flexibility of the logo. The guidelines allowed for various creative applications of the logo, which further builds team engagement.
Enhanced approachability – The new design reflects Matilda’s genuine friendliness and approachability, and helps to correct misperceptions of exclusivity.