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Project type

Brand strategy




Tbilisi, Georgia

Transforming the culture of healthcare in Georgia.

Healthcare provision in Georgia is fragmented and highly commercialised. Georgians are unhealthy and do not trust institutions. The country has far too many doctors and not nearly enough nurses. As the largest network of hospitals in Georgia Evex is faced with being the de facto leader in a fragmented system - shaping the whole system for everyone.

​We needed to retire the Evex brand, enabling the hospitals business to evolve into a full spectrum healthcare business - with a new sense of purpose and energy. Full of life.

We got to the heart of what made the business really effective as a healthcare provider - by drawing on how it had operated during the Covid pandemic.

A much more human business, outward looking and clear on the need to invest in the future of healthcare by establishing multiple revenue streams alongside universal provision - a purpose led healthcare business.

A healthcare brand built on shared values.

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