Salehiya is a leading healthcare distribution company in the Kingdom of Saudi Arabia. It is a legacy business which was established in 1964 by Sheikh Mohammad Bin Saleh Bin Sultan who had a vision to improve the way healthcare was being delivered in the Kingdom. He set out to create a hospital that catered to his own family needs, and thus Salehiya was born.
Today, Salehiya is no longer a hospital, but an ecosystem of healthcare distribution with logistical excellence. However, there was a need for transformation. That’s where we came in.
After an in-depth and insightful regional market analysis, a competitor benchmark investigation and a kick-off session with the Salehiya team, we discovered that the business was in need of an entire rebranding, a new purpose, and a digital shift in communicating the brand. We embarked on a journey to metamorphosize the way the brand is perceived in line with Salehiya’s true purpose.
As Salehiya is a legacy business, our main focus was to align a purpose that was meaningful to the foundation of the company. The key idea behind their purpose was not to simply create a supply chain of healthcare distribution; it was more than that. Salehiya exists for a bigger reason, to better the entire community for generations to come. Their purpose needed to echo this narrative throughout all aspects of branding. We then examined their identity and created a new one that would stand the test of time.
Our target audience was focused on 3 segments; Salehiya’s existing clients, their potential clients, and the community of Saudi Arabia. In order to appeal to clients as well as consumers, we developed a rebrand that emphasized innovation in all its aspects - visually, communicatively and purposefully.
When we began working with Salehiya we started by looking at a brand that needed urgent development in order to appeal to its current and future target. The brand was outdated and had not been touched for years, with no strategic communication or marketing being done towards how the brand is performing or what the audience needs in the Kingdom. When we dug deeper through a brand audit and stakeholder interviews, we understood that Salehiya is actually one of the biggest healthcare players in the Kingdom but very few people knew about them because of their lack of communication.
Their purpose and visual representation did not reflect their positioning, either. With very little data available of the wants and needs of its customers, there was no clear roadmap of where the brand should be going.
We conducted research analysis and a brand voice audit between themselves and their competitors to figure out how Salehiya will need to communicate on a digital level. We also conducted a qualitative survey of the public in the healthcare industry, targeting those who work in healthcare such as government healthcare professionals, procurement entities, food and drugs authority, etc., in order to understand what their needs are and what they look for in a partner. We analyzed the data to isolate a niche in the market, where we can have that point of differentiation for Salehiya. Considering the long-standing history, we reached the idea of elevating the healthcare experience - more than just suppliers and distributors, but the ones who are enabling the healthcare community in the Kingdom of Saudi Arabia.
The Salehiya Logo is a metamorphosis in transition. Inspired by the light and the behavior of the butterfly, the logo is a combination of layers and modes to achieve the desired effect. The final shape gives a feeling of motion and transformation taking place giving it a sense of dynamism and evolution.
The English logotype in the wordmark is inspired by Museo. The typeface has been slightly altered for geometric consistency in the wordmark. The Arabic logotype in the wordmark is inspired by Tajawal. The typeface too, has been altered for geometric consistency in the wordmark.
The colors of Salehiya reflect constant change giving the brand an analogous palette with high contrast hues.
SNOW and SLATE will be used as base colors and will mostly be used in majority when it comes to the background of a collateral. They will alter as body text colors too.
SKY is to be used for text headlines is some cases for emphasis, for e.g. a quote on a social media post.
SAPPHIRE can be used for text headlines is some cases for emphasis as well.
SPACE is to be used as an element color to add visual stylization to collaterals, for e.g. as a shape or object.
SPIRIT is to used in limited applications as a highlight and never to be used in main context, for e.g. as lines in an infograph.
The Salehiya Wing is inspired by the dissection of the Salehiya logo and it is the shape that defines the agility and dynamism of what we do.
To reach the desired and optimal results, we went ahead and mapped a new purpose, transformed the visual identity, built a meaningful brand space, defined a digital strategy and set a tone of voice for Salehiya’s communication. The new Salehiya was rolled out in an internal launch with the entire team and the new brand was formed. We have created a differentiated and innovative brand that communicates and connects with its target audience, whilst maintaining its legacy for the years to come.