Development of the brand for the medical center «Lunita Clinic»

While developing a new brand for a medical clinic, we found out that there is high competition among multidisciplinary clinics in the city, but there is almost no segmentation of clinics “for women”, except those for prenatal care. As the topic of women's health covers a much broader profile of experts, it was important to combine multidisciplinary and female audiences.

The issue of health is one of the most important and intimate in person's life. Therefore, most women have “their own” doctors, whom they trust. “My doctor knows the characteristics of my body, my medical history, so he will select the right treatment” — this is the main motive for visiting a trusted doctor.

The value of an attentive and personalized approach was transferred to the image of the clinic — this is how it becomes “their own” for clients.

The clinic focuses on long-term customer support, which led to the metaphor of a satellite and the positioning of “your health satellite”. The Moon (rus. Luna), as a satellite of the Earth, has become a visual metaphor for the LUNITA brand. The Moon is reflected in the logo, complemented by a category symbol — a stylized medical cross. The satellite metaphor is included in all brand attributes so that this message is clearly and distinctly read by consumers.

The LUNITA naming combines phonetically close words “luna” (Russian for the “Moon”) and “alunite” — a natural mineral with a strong antiseptic, hemostatic and healing effect. In this way, the associations with gentle treatment were added.

It was important to create a new brand that women would perceive as “their own” — caring and understanding of the specifics of women's health. The customer took into account the new identity and positioning in all the nuances of the clinic's planning, including interior solutions and all the attributes that clients encounter, including those in the electronic document management system and when making an appointment.