Szpital Bielanski — Hospital rebranding with White Rose symbol
Bielany Hospital (Szpital Bielanski) — the largest hospital of the Warsaw local government, built in Bielany in 1960. It has 21 departments where nearly 35,000 patients are hospitalized each year.
The hospital needed rebranding that departed from the typical cross imagery prevalent in hospital brandings. The previously adopted mark was unfortunately associated with a “three plus” symbol. A new symbol was needed — one that would be original, connected to the hospital’s location, and positive in perception.
We proposed a blooming white rose as the new symbol, representing life and all its stages. The acceptance of this solution was facilitated by the hospital’s previous “White Rose” campaign. The white color also cleverly references the location — the Warsaw district of Bielany took its name from the Camaldolese monks called “bielany” due to their white habits. The comprehensive work included industry analysis, rebranding strategy, brand mark concept, jubilee sub-brand concept, visual system concept, and brand codification.
