Building a professional identity from the ground up.
D-Med entered the B2B medical services market with technical credibility but no brand. Procurement officers needed clinical authority. Patients needed human warmth. Most identities choose one register and bleed the other.
TISSA built two parallel brand registers inside a single governance system — corporate-grade for procurement, human-grade for patients — with explicit rules about which materials sit in which register.
The Strategy
B2B medical services live on a knife's edge. Clinical enough for the procurement officer who values precision. Human enough for the patient touchpoint that values reassurance. Most attempts at "both" land at the bland middle.
We built two registers — same logo, same color palette, completely different typographic weight and photography direction — with explicit governance rules about which surface uses which register.
What we did
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01.
Corporate identity and logo system, with mark variants for procurement vs. patient. Procurement-tier collateral — RFP responses, pitch decks, contract templates. Patient-facing materials — appointment confirmations, intake forms, education guides. Internal training documents — when to use which register, and who approves it.
Results
Brand registers (procurement and patient) running on a single governance system.
Touchpoint templates codified — every customer-facing surface has a documented register.
Touchpoint coverage. From day one the brand has no ungoverned surfaces.
