Agency
Work
Contact

Matignon

Info

eeproperty / Shareman

Jaquier Pointet

Dr. Patricia Delarive

Hymn Design SA Rue de Lausanne 64 1020 Renens

Hymn Design SA Gasometerstraße 9 8005 Zürich

Phone +41 21 311 30 05

Let's talk hello@hymn.design

Join our team ? joinus@hymn.design

When a medical environment becomes an urban brand

01 Context

Clinique Matignon is a leading name in aesthetic medicine in French-speaking Switzerland. With ten clinics, five capsules and over 50 possible treatments, it’s impossible to pass them by. Yet aesthetic treatments remain a relatively taboo topic in Switzerland. The group’s directors have been looking to change these preconceptions by taking a clear and ambitious approach to democratising aesthetic medicine. They recently decided to step it up a notch by encouraging people to not only openly accept it, but – even better – celebrate it! Hymn’s team was brought on board to help with the new positioning: goodbye old taboos and sterile environment, hello fun “love brand” !

‍

Before :

02 Challenge

Our mission was to find the perfect way to transform Clinique Matignon into a trendy, urban brand without losing sight of their highly specialized medial expertise. We were tasked with breathing fresh life into the brand while also highlighting everything they stood for; bringing in some colour while also embracing the seriousness of their classic black and white; and bringing their message to billboards for the first time without forgetting their values. The biggest challenge was figuring out how far we could push a new style without losing the brand’s identity, and how to balance the things we love about ourselves with the things we’d love to change.

03 Solution

Before developing our full proposal, we sought inspiration from the graphic codes in ready-to-wear fashion, art galleries, hip cafés, and “love brands” – brands that have figured out how to foster extremely strong loyalty and love from their customers. Next, we took a deep dive into the company’s name, proposing the “Clinique” be dropped so that MATIGNON could shine confidently solo in bold capital lettering, using the typeface Antarctica (by NewGlyph). In some cases, the name is complimented by the industry-clarifying tagline “Médecine esthétique” (aesthetic medicine) ; other times it is reduced to a simple and straightforward monogram “M”.

The colour palette was also revisited. We kept the black and white as the dominant colours, but added an aqua blue, acid green, and bold lavender purple – three bright and vibrant new colours, which immediately brought a pop of modern brightness and a brand-new attitude to the table.

To ensure total coherence, we brought the new identity to life online, preparing a brand-new website and marketing campaign, while also developing new clinic signage, wall décor, custom-designed furniture, fresh uniforms, and updated branded merchandise. Every element combined seamlessly to highlight the brand’s classic purity, while also letting its true personality shine.

04 Credits

Guillaume Megevand — Photographer

NewGlyph — Typography

When a medical environment becomes an urban brand

Branding

Strategy

Digital experiences

Physical design

Brand communication

Signage

Packaging

Naming

data-impact="stat"

data-impact="title"

data-impact="description"

{ "active": true, "cards": [ { "stat": "+10–15%", "title": "Growth", "description": "Growth across all of the brand's sites." }, { "stat": "<svg xmlns='http://www.w3.org/2000/svg' fill='none' viewBox='0 0 27 27'><path stroke='#f3f2f2' stroke-width='3' d='M.751 1.5h24v24m-.01-23.99L1.06 25.19'/></svg>", "title": "Customers", "description": "Strengthened customer engagement." }, { "stat": "<svg xmlns='http://www.w3.org/2000/svg' fill='none' viewBox='0 0 27 27'><path stroke='#f3f2f2' stroke-width='3' d='M.751 1.5h24v24m-.01-23.99L1.06 25.19'/></svg>", "title": "Internal Engagement", "description": "Spectacular emotional connection from employees." }, { "stat": "<svg xmlns='http://www.w3.org/2000/svg' fill='none' viewBox='0 0 27 27'><path stroke='#f3f2f2' stroke-width='3' d='M.751 1.5h24v24m-.01-23.99L1.06 25.19'/></svg>", "title": "Uniqueness & Accuracy", "description": "Feeling of perfect alignment — according to the brand's CEO." }, { "stat": "<svg xmlns='http://www.w3.org/2000/svg' fill='none' viewBox='0 0 27 27'><path stroke='#f3f2f2' stroke-width='3' d='M.751 1.5h24v24m-.01-23.99L1.06 25.19'/></svg>", "title": "Visibility & Clarity", "description": "Very significant increase in visibility and strategic clarity." } ] }

Matignon

Matignon

Matignon

Matignon

Matignon

En cliquant sur "Accepter", vous consentez à l'enregistrement de cookies pour améliorer la navigation du site et analyser son utilisation. Notre Politique de confidentialité.

Préférences Décliner Accepter