Putting people at the heart of healthcare

This brand refresh was created to support Mediq’s new positioning: a healthcare partner that puts people first. The challenge was clear: make the brand more human and accessible, without changing its recognizable logo or core colors.

The starting point was the new signature line, At the heart of healthcare. It expresses Mediq’s shift toward a more empathetic and person-centered vision. Visually, this idea comes to life through the logo icon itself. Used as a framing tool, it becomes an “embrace” that appears in layouts and imagery. It highlights real people, real care, and real connection.

To avoid a clinical or distant feel, the visual language embraces imperfection. Shapes are treated with softness and irregularity. Hand-drawn illustrations and a handwritten signature bring warmth and authenticity. The photography focuses on independence and vitality, not illness. It shows people living their lives, with confidence, energy, and support.

The color system builds on Mediq’s iconic petrol, now paired with soft beige for warmth. Aqua adds freshness, while new greens and oranges round out the palette with welcoming, human tones.

Typography is clean, rounded, and modern. Nunito was chosen for its friendly curves and versatility across headlines and body text, echoing the approachable tone of the identity.

Head of design Sven Thierie
Designers Annaëlle Quionquion — Zita Nagi
Strategy Michiel Cox
Agency Havas Lemz
Client Mediq