Ehtiwa Medical Center
How to Enhance the Journey in a Medical Center to Lift Stigma around Children with Developmental Disorders?
Project Type
Innovation
- Service Design
Branding
Digital Marketing
Achievements
Gold Indigo Award for ”Branding - Medicine” Category
Challenge
Ehtiwa Medical Center is a developmental-behavioral center offering a range of rehabilitation services and integration programs that target children with developmental disorders and the community beyond.
Ehtiwa wanted to create a new brand identity for the medical center that both centered its core idea of involving the whole family and community and reduced perceived stigma towards children with developmental disorders. Ehtiwa’s services and unique selling point had to be conveyed in an understated way that would convert concerned parents who were skeptical about the center’s ability to benefit their child.
The medical center’s physical space also required a remodel so that it could become a welcoming, community-focused environment free of the morbid, medical feeling of ordinary hospitals.
Intervention
We took a multidisciplinary approach, incorporating associational thinking exercises and case studies from many different fields to gain insight from emerging trends in the specialized care industry.
Putting collaboration at the forefront of our work with Ehtiwa, we held workshops with the client and a concerned parent and conducted, in addition, short interviews with affected parents to identify their needs, concerns and priorities.
A message of optimism and professionalism were re-centered at the heart of Ehitwa's brand: The child, family, society.
When it came to rethinking the space, we started by carrying out an audit of the existing center and analyzing its space layout. We collaborated closely with a local interior design firm to meet the client’s needs and developed a better wayfinding system within the center to create a welcoming environment that is easy for children and their families to navigate.
Results
Blue Hat positioned Ehtiwa as the only medical center to use a holistic approach to therapy while offering on-going support to empower children with developmental disorders and their families. We met users’ specific needs by developing a mobile unit for out-of-center interventions, a welcome kit for new joiners and training programs for families.
A “Caregiver” brand character was developed, reflecting how Ehtiwa’s nurturing environment, avant-garde services and staff anticipate the needs of children and their families.
The center’s space was redesigned through a human-centered approach and a new wayfinding system to make the visitor experience easier with designated areas for a concept store with books, stationery and gadgets that empower and celebrates atypical kids, a staff room to help the caregivers unwind and recharge, and an inviting “power hub” to welcome Ehtiwa’s community and invites local artists to constantly help us redesign this room with empowering messages. We set guidelines for staff behavior and designed staff uniform.
To convert those skeptical of Ehitwa’s effective services, we designed a Wall of Fame for kids’ achievement, portraying them as superheroes. We featured examples of influential figures with developmental disorders to show families that kids can achieve anything.
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