Source network of premium sanatoriums in the Stavropol Territory has established a reputation as a welcoming space where you can replenish your strength and health with hotel-level comfort. The brand's team independently forms the direction of the network's development, including the image part. The brand has formed a recognizable image, and there is a need to reflect the accumulated experience, premium, progressiveness of the company over time, as well as combine all the materials into a single guide. We conducted a strategic study and developed an identity for the Source sanatorium chain together with the brand's team.
the
client’s task
rebrand premium sanatoriums in the Stavropol Territory
the identified problem
the brand provided service significantly higher than its image reflected, plus the lack of unity in design between the different sanatoriums of the network
scope of
work
— brand platform
– corporate identity
— brandbook
research
Having immersed ourselves in the context of recreation in the Stavropol Territory, having studied competitors and conducted a series of interviews with the audience, we collected all the necessary data to form a brand platform. It is based on a combination of the archetypes Caring+Lover. The Source fully supports the guests on any issues, takes care of every detail for the sake of creating comfort, and the guests themselves go to the sanatorium to feel cared for, forgetting about the usual things. At the same time, relaxation at the "Source" is accompanied by pleasure from the procedures, from communicating with the hospitable staff and from participating in activities. The themes of caring and enjoyment formed the basis of positioning and future identity.
logo development
One of the key image objectives of the rebranding is to update the logo. The previous version was difficult to scale, but the wave image became the hallmark of the sanatorium, and it was necessary to preserve this image. We simplified the silhouette and gave it a monochrome coloring, the abundance of colors previously imposed restrictions on the sign in different situations. In the font section, after discussion with the client, a joint decision was made to come to a more elegant typography. This is how we have introduced modern antiques that reflect the brand's experience and at the same time support the archetype of a Lover who appreciates aesthetics and pleasure.
the idea of identity
The ease of scaling by the client's internal design team, plus the versatility of graphics, were important factors in evaluating the solution. This influenced the choice to implement the pattern as the main technique. We beat the talking name of the network and took as the main image the drops falling into the source and emitting waves around. Like the guests of the sanatoriums, during and after their rest they begin to broadcast waves of health and energy. The round shapes perfectly reflect the theme of caring, and the graceful lines refer us to the subtle matters that are important to the Lover archetype.
style elements
The main color, deep turquoise, was retained from the previous style, as it reflects the brand's premium quality and is a cool, refreshing shade associated with the name "Source". In addition, a light turquoise shade was introduced as a supportive one, and warm, woody accents from the interior colors in the form of sandy orange. The pattern has a flexible structure and performs an ordering, balancing role in layouts. The icon system is based on the shape of the main sign and serves as additional accents in the layouts to highlight information.
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