The Story of a Brand New Transform-ation
07 December 2007
We all know that looks can be important.
We all know that looks can be important.
And never more so for a booming UK cosmetic surgery market. Last year, when the UK’s largest independent cosmetic surgery group decided to give its corporate identity a nip and a tuck they called in The Image Group.
The massive logistical project for Transform Cosmetic Surgery Group involved more than 20 site visits; 300 new signs; and, more than 3,500 miles covered in over 12 months transforming the company’s look.
Image Group’s Kevin Rowe headed up the mammoth project and he explains,
“The work for Transform is exactly the kind of job which brings out the best in the Image Group. We’ve delivered everything from survey to design and from production through to installation. Transform’s agency had designed a crisp, clean new corporate style. And they contacted us last May to say it was over to us to apply it to 13 clinics … which have since become 21.
“We surveyed the first 13 clinics in a week - which was some going. You can’t take short cuts at this stage. It always pays to be thorough and it was a case of taking a clip board, measuring tape and camera to audit every single signage point on site – internally and externally. We even recommended a few new opportunities where we thought the patient experience might be enhanced.
“We know that signage can have a significant impact on the way hospitals work. So as well as applying the strict corporate guidelines to each and every sign we always try and look at things from the patient’s perspective – walking the route that they will take - to ensure everything runs as smoothly as possible.”
Back at the Image Group ranch, hundreds of signage visuals were prepared for client sign off. And the approval signalled the start of an intensive two months of production and on-site installations throughout the UK.
The range of signage included internal acrylic wayfinding signs, external post mounted signs, window graphics, reception displays, fascia signs and supplementary advertising and merchandising materials.
Kevin continues,
“We called the installation phase the milk round. I suppose it felt like that at times. But I’m not convinced that phrase really does justice to the level of logistical planning that goes into a job like this.
“We ensured minimum disruption to our clients and never more so in a hospital environment. We needed to communicate at every stage, and understand any implications of our work on the daily running of the hospital.
“Transform were given clear installation dates. We communicated directly with hospital managers to ensure that installations could be planned around their daily patient commitments. And we completed installations for eight newly-refurbished clinics too. New clinics presented additional challenges, where our work needed to dovetail with the commitments of contractors under tight deadlines.”
Transform sales and marketing director Gary Nicholls said,
“We’ve been delighted with Image Group’s work and results. It’s no secret that signage has a very important role to play in an operation like ours. It delivers brand values and is often the first thing people see when they visit one of our clinics. Poorly applied corporate identity risks damaging patient’s perceptions. And we wouldn’t stand for that.
“We needed a company we could trust to deliver the rebrand leaving us to concentrate on the jobs we do best. And The Image Group has stepped up to the mark. Quick turnaround has never been a problem. And the team are always as good as their word. They provide an all-too-rare good-old-fashioned reliable service.”
Kevin adds,
“Transform are consistently straightforward people to work with at every level. They always provide a clear brief and they respond promptly and positively to help get the job done. Communication is good right the way through the company – from the directors through to the hospital managers.”
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- 03/11/2008 - Gazing at the Stars in Liverpool
- 14/12/2007 - Ministerial Meeting as Image Group Supports StreetGames Launch
- 13/12/2007 - The Image Group - Charge of the Light Brigade.
- 11/12/2007 - Image Group Joins Forces with Marketing Agency
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