Durdans Hospital has been operating in Sri Lanka for over seven decades and is the country’s oldest private sector healthcare provider. However, the hospital realised that it needed to update its branding and value proposition to stay competitive in Sri Lanka’s rapidly evolving healthcare industry. With a generational change underway, the hospital’s owners wanted a more modern and appealing brand that would attract both local and international patients.
To achieve this, Durdans Hospital hired QUO to assist with the repositioning and evolution of its brand.
Brand strategy and culture
Logo and visual identity
Tagline
Corporate identity
Tone of voice
Collateral and applications
QUO’s strategy team worked on repositioning the Durdans Hospital brand to take advantage of its improving medical standards and practices, evolving hospital culture and renewed approach to service.
The refreshed brand positioning represents Durdans Hospital’s readiness to lead Sri Lanka’s healthcare industry into the next phase of development. To achieve this, a new visual identity was created, which included a logo featuring a nurturing hand—a symbol of the hospital’s caring approach. This design element was used across all hospital collateral to create a consistent brand identity.
The new collateral incorporated updated colours, contemporary themes and images of international faces to highlight that Durdans is a hospital for both local and international patients. The focus was on showcasing both the human touch—a traditional strength of the hospital—and the use of technology—a key strength for the future.
Repositioning Thailand’s market leader in Healthcare
