GORYANIN BROTHERS Contact
Patient undergoing an MRI examination at Finemedic

Strategy · naming · identity · digital · wayfinding

FINEMEDIC / 2021–2023

Medical center brand

Finemedic

We connected precision technology with human care, from the brand platform to wayfinding, the website, and content.

PlatformNamingIdentityUX/UIPhotography
View case study

The brief

High-tech medicine that never leaves patients alone with their anxiety

Finemedic was established as a private diagnostic and treatment center in central St. Petersburg, focusing on next-generation MRI and CT.

We needed to build a brand for a high-tech medical center while expressing care for patients, including people receiving palliative care.

Rather than a cold vision of future medicine, we built a system where professional precision and empathy reinforce each other.

2archetypes in one brand platform
65pages of strategy, semantics, and the core system
120pages in the printed brand guidelines
Overview of Finemedic identity, photography, and applications
One system: strategy, visual language, photography, website, and implementation

Brand platform

Expertise brings precision. Care builds trust.

The platform defines the mission, values, social responsibility, audience profiles, and clinic selection journeys. We conducted a SWOT analysis and established the brand's character.

01 / Caregiver

Be there

An individual approach, attention to patients' concerns, social responsibility, and improved quality of life.

02 / Expert

Know precisely

Experience, leading specialists, modern equipment, precise examinations, and continuous development.

The unifying idea

A technology-driven brand that creates empathy, not distance.

Finemedic brand platform on a laptop screen
The platform became a working reference for communication and service

Naming and meaning

A name that gives medicine a precise, human voice

The medical market is crowded, so finding an available, protectable name that fit the concept was important. Finemedic was subsequently registered as a trademark.

Finemedic logo Fine — beautiful, excellent, well Medic — medicine and a medical professional
Official tagline / descriptor

Care
and technology

Visual identity

A vibrant system reduces anxiety while respecting medical precision

Blue and green are the main colors; orange adds warmth. Photography combines equipment and specialists with nature imagery, keeping communication calm and lively.

Blue#0596F5
Green#27C384
Tangerine#F07100
Light#E5EAE8
Lime#05F017
Black#000000
Printed Finemedic brand guidelines and branded materials
The brand guidelines define strategy, meaning, and visual rules
Finemedic photography, clothing, documents, and wayfinding
The system across key applications
Finemedic roll-up banners with nature and technology imagery
Advertising formats
Finemedic advertising poster in an urban setting
Outdoor communication
Finemedic doctor beside a CT scanner
Precision diagnostics are part of the brand's visual language

UX/UI and digital channels

From brand platform to a clear digital service

After the brand guidelines, we developed website UX/UI, map listing and social media designs, and a content plan.

Finemedic screen system and digital communication
The digital system maintains a consistent balance of expertise and care
Finemedic medical center website design
Medical center website UX/UI
Finemedic — attention and expertise
Animated social media communication

Wayfinding and photography

The brand works in space, from the patient journey to advertising photography

We developed interior wayfinding and photographed the space, staff, and advertising scenarios. These materials became the foundation for the website, social media, and promotional information.

Wayfinding and brand applications at the Finemedic medical center
The brand system and wayfinding in the actual clinic
Finemedic MRI room with branded signage
Interior photography and implemented brand wayfinding
Doctor consulting a patient at Finemedic
Advertising photography of staff and patients
Finemedic doctor consulting a patient during an EEG examination
Technology is easier to understand with a specialist by your side

Project outcome

One brand connects strategy, service, space, and content

Finemedic gained a name, position, and visual system that work equally well alongside high-tech equipment and in communication where people particularly need attention and reassurance.

The project shows how a brand platform turns the balance of professionalism and empathy into a competitive advantage for a medical brand.

  • Positioning and brand platform
  • SWOT, audience, and decision-making model
  • Naming, tagline, and copy
  • Brand identity and brand book
  • Website UX/UI
  • Interior wayfinding system
  • Advertising photography
  • Map listing design
  • Social media and content plan

Project credits

GORYANIN BROTHERS × FINEMEDIC

Strategy and semanticsPositioning, platform, audience, SWOT, naming, tagline, and copy.
Design systemLogo, identity, brand book, website UX/UI, and digital channels.
Implementation and contentInterior wayfinding, advertising applications, photo and video production, social media, and a content plan.

Related case study

Redesign of a large medical group: one system for clinics, advertising, digital, uniforms, vehicles, and wayfinding.

Explore the case study
SOGAZ MEDICINE case studyHealthcare branding ↗

The first conversation

A medical brand needs precision and a human voice

Tell us what is changing in your clinic, product, or service. We will help identify the starting point: platform, meaning, identity, or an integrated communication system.

Discuss your challenge
Telegram@goryanin_a↗ Emaildesign@goryaninbrothers.ru↗
Phone+7 921 791-93-18
OfficeSt. Petersburg
Atlantic City, 126B Savushkina Street