| Title | ALERIS |
| Brand | ALERIS |
| Product/Service | PRIVATE HEALTHCARE |
| Category |
A09. 360 BRAND & IDENTITY EXPERIENCE |
|
Entrant Company
|
BOLD Stockholm, SWEDEN
|
|
Advertising Agency
|
BOLD Stockholm, SWEDEN
|
Credits
| Carl/Fredrik Af Sandeberg |
Bold |
Coo/Client Director |
| Oskar Lübeck |
Bold |
Creative Director |
| Gaioo Phunwut |
Bold |
Designer |
| Dan Bunnskog |
Bold |
Designer |
| Tatjana Dubovina |
Bold |
Designer |
| Caroline Andersson |
Bold |
Account Director |
| Gunilla Orander |
Bold |
Account Director |
Brief Explanation
The target audience had a low awareness of Aleris and perceived their visual identity as generic and outdated. Many different sub-brands within the company had led to confusion of the brand and a chaotic brand hierarchy. The new overarching aim of the company was to increase brand awareness and to make Aleris an attractive choice to it's target audience. Our challenge was to unify the organisation with a one-brand strategy and to create a stronger, more unified visual identity.
The Brief
Aleris is one of Scandinavia’s leading private healthcare companies with around 8,500 employees across 350 units in Norway, Sweden and Denmark. The company is highly diverse and includes hospitals, medical centres, home care services, diagnostics, child welfare, mental healthcare, care for the elderly and facilities for the disabled. Its services are used by the public sector, businesses, insurance companies and private individuals.
How the final design was conceived
The new visual identity is based on health and wellbeing. The logotype was inspired by the yearly rings of a tree which symbolize growth, life and the care Aleris provides for its customers through all stages of life - from childbirth to elderly care. It´ss a modern monogram with an inherent human vitality. The combination of a friendly typeface, refreshing color palette, harmonious pictograms and a realistic image library creates an overall impression of vitality, health, empathy and warmth.
Indication of how successful the outcome was in the market
"We are pleased that we have a fresh new graphic identity for Aleris! The implementation is still in it´s start-up phase and we hope that the identity will distinguish us from other similar businesses and help us to create a strong brand. We also wish that the new identity will increase awareness of Aleris as a long-term quality player in Sweden, Norway and Denmark."
/Group HR Director / Responsible brand and visual identity