Rebranding for one of Harley Street's most prestigious clinics
Luxia partnered with the Private Harley Street Clinic to realign the branding with the clinic’s core values and target audience.


Brand Audit | Strategy & Brand Platform Development | Brand Identity Creation | Tone of Voice | Brand Guidelines | Responsive Website | Campaign Advertising | Branded Brochure

“I really appreciate the team's work. I am really pleased with the work and their work ethic to always go the extra mile.”

Dr Mark Ali
CEO & Medical Director, Private Harley Street Clinic

Pioneers in life risk assessment

Private Harley Street Clinic was founded by cardiothoracic surgeon Dr Mark Ali in 2009 with the goal of embracing the most innovative technology across every discipline to deliver his vision of preventative medicine. The resulting symbiosis of technical, medical and molecular advances allowed Dr Ali to create the Liferisk Assessment, the world's most advanced evaluation of the major organic threats to life: namely cancer, heart disease and strokes, as well as innovative solutions in non-surgical cosmesis.

Communicating lifesaving technologies

They commissioned Luxia to create a new visual and verbal brand identity that would better communicate their transformative expertise and technologies to potential clients and reflect the positive impact of their services.

Our objective was to elevate the brand in a way that evoked high-quality healthcare and exclusivity, targeting untapped audience segments via social media while being mindful not to alienate Private Harley Street Clinic’s core demographic of high-income individuals.

Through a discovery process including market and customer research, competitive and internal audits, and brand focus workshops with key executives, we were able to craft a new, authentic and unified identity positioned to achieve Private Harley Street Clinic’s objectives, and roundly approved by its board of directors. We developed a core messaging including vision, mission, and values that redefined perceptions of the clinic both internally and externally.

A unique and expansive approach

We held workshops with the key stakeholders to develop the brand’s visual and verbal identity based on a set of core values. We then worked hard to simplify their messaging across a new website and product brochure.

The new brand identity we crafted for Private Harley Street Clinic was centred on a rejuvenated signature—a fresh visual representation of the organisation’s approach to providing the best quality healthcare in its field.

The website called for a unique and expansive set of features. It needed to be multilingual, educational and intuitive, resonate with more than eight audience segments, and effectively convey the brand’s authentic personality.

We designed and developed a site that accomplished all of these objectives in a framework brought to life with iconography, photography, bold typography, and informative copy. The site also included a custom account and booking system, a new and innovative means for patients to book their consultations online and keep track of their treatments and payments securely.

A brave new world

Since the pandemic to its grip globally, the Private Harley Street Clinic has successfully repositioned itself as an industry-leading provider of Covid-19 PCR testing, rapid antigen tests, antibody and T cell testing and the website has been realigned to reflect that.

Whilst staying true to their core values of advanced identification of the major organic threats to life, they have stepped up with innovative solutions, in the most testing of times, to help their community return to normality as soon as possible, and to ultimately save lives.

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