Hannam Fertility Centre
Industry:
Medical
Location:
Ontario, Canada
Services:
Brand Strategy
Brand Design
Brand Guidelines
Web Design
Web Development
Marketing
Print Design
Client Experience
Environment Design
Social Media
Preserving Legacy While Rebranding Hannam Fertility Centre for the Future
Hannam Fertility Centre (HFC), a trusted leader in fertility care with a legacy rooted in high success rates and passionate clinic leadership needed a brand transformation to stay relevant and compete in a loud, crowded market.
The Challenge
Rebranding a Legacy Brand with Deep Emotional Roots
Hannam Fertility Centre’s original brand reflected the Clinic Leadership's personal connection to its history and reputation for excellence. The challenge was to modernize the brand while keeping its legacy alive. Beyond the rebrand, we needed to ensure that the brand extended into every touchpoint, from the patient journey to the physical clinic environment. Additionally, a seamless website transition was critical to avoid downtime or disruptions to patient care.
Our Approach
Listen Closely, but Design For Excellence
We focused on keeping elements of the brand that were important to the Clinic Leadership, while prioritizing a modernized identity. It was important not to sacrifice design excellence for personal taste or preference. We trained the HFC team to embody the new brand and conducted a clinic walkthrough to align the physical space with the updated brand. The website was also redesigned with zero downtime, ensuring a seamless and user-friendly experience. Every aspect of the rebrand was crafted to honour their history while positioning them for the future.
The Results
A Beautiful Brand That Elevates the Patient Experience in a Deeply Personal Industry
The rebrand has been met with overwhelmingly positive feedback from all stakeholders. The Clinic Leadership Team is deeply connected to the brand’s history, expressed excitement with all results. By focusing on the patient journey as a key strategy, we have created branded and memorable experiences that inspire trust and confidence, leading to increased referrals and stronger word-of-mouth marketing. The seamless website redesign has improved usability and ensured continuity for patients, while updates to the clinic space now reflect a cohesive and modern identity.