Not plain, yet simple: EY Doberman’s light-handed identity for CMedical amplifies their expertise

When EY Doberman’s team in Oslo began looking at the intricate operations of CMedical, there was a lot to unpack. The private healthcare provider – who have 14 clinics across Norway and Sweden – collaborated with the Nordic design studio to create an identity that would capture the vast reaches of their business, and also reflect their ability to identify and treat health conditions through their intimate, sensitive practice.

The team quickly identified a sense of duality in what CMedical offers, where they utilise their specialised expertise to look at the big picture. This one idea – that looks at the healthcare provider’s ability to closely examine one problem, one cell, or one cyst, while simultaneously considering them in relation to the patient’s body, life, or lifestyle – emerged as a cradle of inspiration, driving the creative direction. “The specialists in the clinic continuously zoom in and out, navigating from a cellular change to a life change. We wanted to reflect this approach by zooming in and out of the typography as well,” shares Designer Fredrik Lien Bjørgmo. The team translated this concept by playing with the size of the type on the visual assets – big titles are quietly supported by understated chunks of text, carrying crucial information.

The text, whether big or small, is always set in the same weight of ABC Ginto by Dinamo, the typeface chosen by the team for its ability to signal warmth, openness and approachability – attributes nowhere more needed than in the medical sector. “In light weights, the typeface has a delicate stroke, which builds on the discretion and quality aspects of the brand,” says Bjørgmo. “With various font options, it also gave us the ability to optically adjust the weight to make one unified stroke regardless of size. This was important for us in order to reconstruct the micro-to-macro perspective without building too much contrast.”

The colour palette, awash in soft tones reminiscent of skin colours, is injected with a bright yellow, which adds moments of spark to an otherwise pared-back approach, which is “two-sided,” as Product Manager Eline Straumfors points out. “On the one hand, it is a way to downplay sensitive subjects with a simple, intimate approach. Giving space for each subject, speaking with an encouraging rather than questioning tone,” she says. “On the other hand, it is a way to signal the level of their expertise; taking up space communicates both their quality and medical liability.”

EY Doberman

CMedical