Avi Medical — Building the Doctor’s Office of the Future

Avi Medical, at the time a stealth-mode startup, set out to revolutionize the doctor’s office. With plans to build a network of GP offices, their vision was to become a pivotal player in both private and public healthcare. Avi Medical aimed to offer:

• A home for doctors and GPs who preferred not to manage their own practices.
• A more accessible and broader network of clinics for patients.
• An integrated solution to alleviate the shortage of healthcare practitioners and improve coverage across major German cities.

The name itself is a reference to Avicenna, the famous learned philosopher and doctor, underscoring the brand’s ambition to blend medical excellence with forward-thinking innovation.

The Challenge

Avi Medical’s concept was entirely new to the German market: the perks of private practice at the cost of public healthcare. To succeed, the brand needed to:

• Balance trust, professionalism, and warmth in its aesthetic and communication.
• Appeal to both healthcare professionals and patients frustrated by existing options.
• Create physical spaces that broke away from the typical drab and uninspiring clinic designs.

Our Approach

BRNDLB collaborated closely with Avi Medical’s founders to develop a brand that could redefine expectations of healthcare experiences. Our approach included:

1. Visual Brand Development

We crafted a brand identity that balanced trustworthiness with approachability. Key elements included:

• A clean, modern color palette to evoke professionalism and warmth.
• Typography and design elements that were clear, human-centric, and accessible.
• Subtle visual cues inspired by the medical field without being clinical or cold.

2. Communication Strategy

We positioned Avi Medical as the solution to a broken system, appealing to two primary audiences:

• Doctors and GPs: Highlighting the benefits of joining a network that alleviated the burden of managing their own practices while offering cutting-edge facilities.
• Patients: Communicating the accessibility, modernity, and quality of care that Avi Medical clinics provided, all within the public healthcare system.

3. Physical Space Concepts

We designed clinic interiors that were inviting, well-lit, and thoughtfully designed. These spaces combined functionality with aesthetic appeal, offering:

• Warm, welcoming reception areas.
• Patient rooms that felt modern and comfortable.
• An overall environment that countered the drab, generic feel of traditional medical offices.

Outcome

Our work laid the foundation for Avi Medical’s brand and communication strategy:

• First Iteration of the Brand: While the visual brand has since evolved, the core principles we established remain integral.
• Enduring Physical Aesthetics: The physical space concepts we developed continue to define Avi Medical’s clinics, offering a welcoming, patient-centric experience.
• Market Positioning: Avi Medical successfully captured attention as an innovative player in the healthcare sector, appealing to professionals and patients alike.

Reflections

Avi Medical’s journey shows the importance of balancing innovation with trust, especially in a field as sensitive as healthcare. By combining aesthetic appeal with strategic communication, we helped position Avi Medical as a trailblazer in redefining how healthcare is delivered.