Case study / 02
Procare Group
Giving a healthcare group the institutional clarity to support a broader African ambition.
- Sector
- Healthcare
- Markets
- Benin Republic
- Year
- 2025
- Capabilities
- Brand Strategy, Visual Identity
The project
A clearer institutional identity for a healthcare group entering a new era.
Giving a healthcare group the institutional clarity to support a broader African ambition.
Authority for a new era of leadership.
Procare Group serves hospitals, pharmacies, laboratories, distributors, NGOs and public health projects across Africa. As a younger leadership team shaped its next chapter, the existing identity no longer matched the company’s ambition or the confidence its institutional partners required.
Business challenge
Make the organisation feel modern and premium while retaining the sobriety expected in healthcare and procurement.
Build confidence through structure.
Disciplined geometry, clear information hierarchy and healthcare blues establish a composed institutional presence. Controlled green accents add vitality without weakening the authority required across medicines, equipment and procurement communication.
Identity principles
Clarity before complexity. Authority without stiffness. One system capable of carrying multiple business units.
Visual system
One visual language across care and supply.
The system builds recognition across product packaging, medical equipment and digital touchpoints. Modular shapes and a disciplined palette let each application respond to its purpose while remaining unmistakably Procare.
Outcome
A more credible platform for institutional growth.
The refreshed direction gives Procare Group greater visual authority and a coherent language for institutional, product and digital communication. The system aligns its public presence with its healthcare role and partnership ambitions.
Evidence
- Unified expression across care and supply
- Clearer hierarchy for complex information
- A system designed for multiple business units
Credits
- Creative direction
- Daniel Ayekogbon
- Lead design
- Abdullah Abdulkareem
- Project team
- Abayomi Gbenga
