GSC Integradora

GSC has changed far beyond its name, which was originally Grupo Santa Celina. It has shifted its positioning, concept, style, and brand. However, it has maintained its essence and quality for over 21 years. And nothing better than an innovative and transformative branding to show and display to the healthcare market how ingenious the service created by the company is. The coordination and management of care through the combination of technology and expertise of a multidisciplinary team generates result for the health of the customer in addition to cost reduction throughout the chain. This position of integration between all parts of the health system puts GSC in a unique position that was evident during the branding project.

Strategy

We´ve conducted this research with external and internal stakeholders, data evaluation, analyzing all internal and external communication to diagnose and show new guidelines for positioning and company communication. The result was a change of name – reduced to acronyms – to maintain the tradition and technical expertise developed by the group and to show modernity. Its tagline as a health integrator presents this singular positioning that literally transits between all market players in an aggregating and dynamic way.

Creation

The GSC´s logo conveys one of the main essences of the brand, present in the tagline “integrator”: the union. The link between the letters reveals how all the company’s processes are coordinated and dependent on each other.

The trade name is fluid, dynamic and agile, contained in the rounded edges of its rounded typography. The chosen colours convey strength, seriousness and modernity. Several visual elements were created within its identity to give a strong personality in its various applications and to show its significant presence in the health market.