Branding case study
MedCraft
An identity for the agency that takes care of healthcare brands, so they can care for their patients.
The brief
MedCraft is a design and development agency in Qatar, building digital products for the healthcare sector: providers, hospitals, clinics, and wellness businesses. They asked for a complete visual identity, a minimalist logo, a palette that plays calm against alive, modern typography, and guidelines that hold it all together.
The tension in the brief is the whole job. Healthcare buys trust. Agencies sell energy. The identity had to read as both at once, forward thinking without ever feeling risky to a hospital procurement desk.
So the brand runs on care as its literal mechanism: a ring held by a cupped base, two greens that feel clinical and organic at the same time, and one line that does the positioning by itself. We take care of your brand, so you can care for your patients.
What we made
Identity system
The ring mark on its cupped base, the wordmark, lockups, and the app icon drawn on its grid.
Color
Two tones do all the work: Reef, D6FFA1, against Jungle Green, 27342B.
Typography
A clean grotesque carries the message. A serif italic lands on the one word that matters.
Motion
The logo construction, the palette drop, kinetic taglines, and the social loops.
Applications
Stationery, staff badges, hanging banners, event chairs, a lightbox, a tote, and the brand book.
Social system
Profile, feed, stories, and the out of home screens, all speaking the same line.
The work
The receipt
MedCraft shipped in 2025, art directed by our founder Myat Htet Hlaing with creative designer Lin Thant Ko. Everything above is the real system: the mark, the motion, the applications, the book.
What the identity earns from here belongs to MedCraft. What it proves about us sits on this page: healthcare is a trust business, and we know how to design for one.