VietMy Hospital

Positioning Challenge: When pioneering requires an expanded scope of influence

A healthcare brand, more than in any other industry, requires an absolute integration of professional expertise, credibility, and human compassion. Viet My General Hospital stands as a prime example of this philosophy. With a steadfast vision to become the leading hospital in the IVF niche, providing streamlined and specialized medical services, while delivering a private and compassionate patient experience.

However, during the phase of expansion and development, the founding leadership of Viet My recognized a strategic challenge. The previous brand identity had fulfilled its initial mission, yet it had become overly focused on a single service (IVF) and lacked the flexibility to represent the spirit of a multidimensional general hospital. Moreover, it lacked the momentum to achieve the Global – Trustworthy – Professional positioning that Viet My aspires to.

To align the identity with this expanded vision, Tree Creative was entrusted with the comprehensive restructuring and standardization of the hospital’s branding system, to reposition Viet My in the public perception as a medical institution defined by trustworthiness and professional service.

To ensure consistency, Tree Creative distilled five core brand attributes to serve as guiding principles for the design: Modernity – Streamlining – Privacy – Humanity – Dedication.

Creative Strategy: A Visual Semiotic System Conveying International Scope

Tree Creative developed a multidimensional brand identity system that harmonizes the warmth of human-centered values with the precision of technology.

Logo Formation: Cellular Symbolism and the Signal of Future Medicine

The redesigned logo embodies a conceptual convergence between scientific representation and emotional communication. The depiction of a biological Cell (as a metaphor for life and origination) is interwoven with the presence of two Heart forms (symbolizing dedication and the relational connection among physician, patient, and family).

The symbol also retains the universally identifiable medical Cross (+), rendered in a contemporary geometric abstraction. This configuration evokes both scientific rigor (Cell) and human warmth (Heart), reinforcing Viet My’s role as an institution that enables the initiation of new life through medical expertise and compassionate care.

Key Visual Framework & Chromatic System: Reassurance Mediated Through Science

The design employs a combination of blue shades (Blue Palette), ranging from deep professional blue to light hopeful blue. Blue serves as a global visual language for credibility, trust, and reassurance. In a healthcare context, it also symbolizes hope and growth.

The consistent application of cellular visuals and streamlined geometric elements throughout the system creates a youthful and modern aesthetic, while simultaneously emphasizing the use of advanced technology in diagnosis and treatment (particularly in IVF).

In particular, the choice of the Ubuntu typeface — a technology-oriented font — conveys modernity, clarity, and readability, thereby reinforcing the hospital’s professional positioning.

Institutional Synchronization: Translating Identity Into Experiential Reality

The true value of the project lies in Tree Creative’s ability to achieve seamless brand synchronization. The Key Visual system and color palette have been consistently applied across the hospital’s physical environment — from reception areas and consultation rooms to treatment spaces. This creates a cohesive patient experience, wherein professionalism, privacy, and streamlined service are immediately perceptible upon entry. The system has also been standardized across all applications, including communication materials, patient documents, uniforms, signage, and digital assets.

The rebranding of Viet My General Hospital demonstrates that creativity extends beyond aesthetics and functions fundamentally as a strategy. Tree Creative takes pride in having assisted Viet My not only in refreshing its outward appearance but also in enhancing the foundation for communicating core values, transforming Dedication into a systematic expression of credibility and professionalism.