Revitalizing a Legacy Brand to Shape the Future of Healthcare
A Strategic Rebrand to Modernize Magrabi, Expand Its Perception, and Unify Its Identity Across Multi-Specialty Care.
Challenge
Magrabi, a legacy brand founded in 1955, has long been recognised as a leading specialized healthcare provider in Saudi Arabia, known for its excellence in ophthalmology and ENT. Over the decades, its network expanded further to include dental centres across Saudi Arabia, the UAE, Egypt, and Qatar—yet its identity no longer reflected the full breadth of its services or its spirit of innovation. With a fragmented visual identity and a narrow market perception, Magrabi was still seen primarily as an eye care provider. Recognizing the need for change, Magrabi turned to MBLM to refresh its brand.
The objective was to modernize the brand for the next era and retell its story—one that highlighted the company’s expanded expertise in multi-specialty healthcare while still honoring its ophthalmology legacy. The goal was not just to update the brand but to position Magrabi as an innovator beyond ophthalmology.
Solution
We began by diving deep into Magrabi’s story, conducting a series of in-depth interviews with key stakeholders to uncover their vision and aspirations for the future. At the same time, we engaged in a discovery exercise, exploring the competitive landscape and the broader healthcare category to better understand the arena in which Magrabi was competing. This gave us a clear sense of the brand’s potential and the space it would need to occupy moving forward.
Armed with these insights, we crafted a brand promise that would serve as the beacon for the transformation: Transforming What Matters. This promise encapsulated Magrabi’s unwavering commitment to improving lives through innovation and care, highlighting the brand’s passion for making a lasting, positive difference in people’s health.
To further ensure the brand resonated with all stakeholders, we developed high-level messaging tailored to specific audiences. These messages spoke directly to patients and healthcare professionals, communicating the brand’s expertise, vision, and commitment to excellence in healthcare.
Alongside the refreshed brand promise, we recommended a bold strategic shift: changing the name from Magrabi Hospitals & Centers to Magrabi Health. This decision was driven by a key insight—many people associated the “Magrabi” name with the retail eyewear stores. The name change was a deliberate move to distance the brand from this association and create a more contemporary, dynamic identity that better aligned with its evolving vision. More than just a name update, the addition of “Health” was a forward-thinking choice, offering greater flexibility for future growth.
The new brand promise served as a creative springboard for the reimagining of Magrabi’s visual identity. Drawing inspiration from the very essence of vision and clarity, we created a visual identity inspired by the eye, aligning with Magrabi’s legacy while representing its broader future in healthcare.
The identity extended beyond the logo, influencing every aspect of the brand’s visual language. We developed comprehensive brand guidelines that not only detailed the use of the logo but also outlined the brand’s typography, color palette, and imagery style. These guidelines ensured that the brand’s visual language was applied consistently and cohesively across every touchpoint—whether in physical signage at healthcare centers, digital interfaces, or marketing materials.
The transformation of Magrabi’s brand architecture marked a pivotal step in redefining its market presence. Previously, the operating divisions, specialities, and locations under the Magrabi umbrella lacked a coherent brand structure, leading to confusion and a diluted brand identity. Our team meticulously designed a brand architecture that not only clarified the relationship between the corporate brand and its sub-brands but also facilitated easier navigation for patients across service lines. This new modified unitary model structure allowed Magrabi to communicate its specialties more effectively and align its operational brands under a unified ‘Magrabi Health’, significantly enhancing brand clarity and market perception. The restructured brand architecture now supports Magrabi Health’s portfolio while maintaining the individual strengths of each operating division.
Results
- A compelling brand promise, “Transforming What Matters,” reflecting Magrabi’s commitment to innovation and care.
- A refreshed identity that modernized Magrabi’s image and set it apart from competitors.
- A name change to Magrabi Health, signaling its evolution and broader service offerings.
- A unified brand architecture supporting Magrabi’s expansion and ensuring consistency across touchpoints.
