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Premium interdisciplinary private clinic, Munich

MCLINIC

A modular five-sub-brand identity system for a premium Munich private clinic.

Role
Senior Art Director, Medienstürmer
Scope
Logo family · Brand guidelines · Imagery direction · 5 bilingual DE/EN websites
MCLINIC - modular five-sub-brand identity system for a premium Munich private clinic

Challenge

Translate complex medical services into a clear, reassuring brand and digital experience that supports both patients and clinical staff - under German healthcare-advertising regulation, and for two distinct audiences: patients and referring physicians.

Approach

Stakeholder discovery, brand strategy, visual identity development, and responsive web design across desktop, tablet, and mobile.

A unified brand system and digital platform built around clarity, trust, and accessibility - making services, specialists, and patient journeys easy to navigate.

MCLINIC - Sub-brand logos before and after the redesign
MCLINIC - Before-and-after comparison of the clinic logo and its sub-brand marks
MCLINIC - Sub-brand marks beside the colour assigned to each specialism
MCLINIC - Type specimen for the brand's main font family, with colour swatches
MCLINIC - Folded brochure showing the practice team
MCLINIC - Print set: folder, leaflets and a patient letter
MCLINIC - The clinic homepage on a desktop display
MCLINIC - A treatments overview page on a desktop display
MCLINIC - The treatment-spectrum page on a laptop, with sub-brand colour blocks
MCLINIC - A surgical treatment page on a laptop
MCLINIC - A practice-profile page on a tablet
MCLINIC - The news section on a tablet
MCLINIC - A sub-brand site in green on a tablet
MCLINIC - A sub-brand site in purple on a tablet
MCLINIC - A sub-brand site in brown on a tablet
MCLINIC - Four phones showing sub-brand landing screens
MCLINIC - Social media posts across five phones

Outcome

01
Identity system covering MCLINIC, MFACE, MHAND, MFORM and MHEAD, with five bilingual DE/EN websites - balancing premium positioning against two distinct audiences (patients and referring physicians) under German healthcare-advertising regulation.

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