Private healthcare that’s all about you
Pall Mall care about healthcare. Taking care of you is what they do, it’s what they’re good at. They ensure you receive the highest levels of professional medical and cosmetic surgery care, where and when you need it. With clinics across the north of England, and a state-of-the-art private hospital in Newton-le-Willows, Pall Mall put the patient at the heart of everything they do. Reassuring.

Building a brand we’re all proud of
Pall Mall found itself at an exciting time in its evolution; an opportunity to grow, to be even more successful, and the need to create a positive workplace culture. A full rebrand was required, to give Pall Mall a more modern, contemporary image, unifying both the medical and cosmetic sides of the business, and to express the ‘truth’ of the brand. Most importantly the new brand had to make Pall Mall look exactly what it is; a leading, private healthcare provider.

All for one, one for all
Working with industry veteran Jeff Edis, Pall Mall undertook a root and branch review of its brand strategy, bringing everything together in a clear, single philosophy. The word ‘all’, repeated in ‘Pall Mall’, became the found creative concept that would express that philosophy in the company’s new tagline: all your healthcare needs. From the off we understood it was essential that the final result realised the full potential of Pall Mall’s new ideology, and one that could be rolled out across both medical and cosmetic, presented with consistency wherever and whenever it appears. With that in mind we created a new wordmark that projected a feeling of confidence, reassurance, and positivity, but at the same time feeling human, empathetic and calm.

We overhauled the colour palettes, with a bold, positive mustard as the new primary colour, and devised two separate palettes for medical and cosmetic. The common primary colour of mustard connects them, whilst emphasising that medical knowledge and expertise underpins the cosmetic strand. The brand’s visual system was inspired by biomorphism and the work of sculptor Barbara Hepworth. Biomorphic comes from combining the Greek words ‘bios’, meaning life, and ‘morphe’, meaning form. At its most basic the two core areas of Pall Mall could be summed up as such; medical equals life, and cosmetic equals form. We created soft, abstract shapes rooted in biomorphism and influenced by the works of Hepworth, but steering clear of any overt body forms. It is a fresh, modern and versatile approach that can be applied in interesting and imaginative ways across all forms of media.

This is supported by an illustration style that uses a single continuous line that complements the abstract, biomorphic shapes used across both medical and cosmetic, as well as the wider brand that includes a full suite of custom iconography. Paired with a ‘people focused’ direction for the brand photography, and a clear and uncomplicated tone-of-voice, the result is a holistic identity that not only inspires warmth and reassurance across patients and staff alike, but is well-suited to a leading, private healthcare provider.

– Brand Strategy: Jeff Edis

– Copywriting: Words, Words, Words

– Photography: Scott Kershaw