The Challenge
Quality HealthCare (QHMS), Bupa's Hong Kong medical network, needed a brand refresh to stand out in a competitive market. While known for excellent care, its outdated identity no longer reflected its innovation or leadership—requiring modernization that honored its heritage and Bupa's global brand.
The Solution
We conducted in-depth market research, competitor audits, and stakeholder interviews to uncover what truly differentiated Quality HealthCare—its human touch, cutting-edge services, and deep local trust.
• Redesigned the logo to balance expertise with approachability and sincerity
• Updated colours/typography for professionalism and innovation
• Aligned with Bupa’s values while strengthening local distinction
A fresh yet trusted identity that reinforces QHMS as Hong Kong's leading healthcare network.
The Result
The rebrand elevated Quality Healthcare’s market presence across all touchpoints, strengthening recognition and positioning it as a forward-thinking healthcare leader.
My Role
Creative Strategy, Creative & Art Direction, Brand Identity & Brand Book Design