The Challenge

Quality HealthCare (QHMS), Bupa’s Hong Kong network, needed a refreshed identity to reflect its innovation and leadership. Though known for excellent care, its outdated branding no longer aligned with its heritage or Bupa’s global image

The Solution

I led the rebrand with empathy and precision—using research and workshops to uncover QHMS’s strengths. Trust, innovation, and human warmth shaped a new identity that bridges Bupa’s global presence with local roots and belief.

Design & Art Direction
The refreshed visual identity strikes a balance between clinical professionalism and human approachability.

• Logo: Featuring clean, rounded forms to express care and clarity, adaptable across all formats.

• Colours: Bupa’s signature blue remains central, complemented by a refined palette of blues and neutrals to evoke calm and reassurance.

• Typeface: Modern sans-serif typography adds clarity with subtle warmth, enhancing readability across mediums.

• Photography: Focuses on candid, authentic moments of care—reflecting real connections, not staged interactions.

• Layouts and icons: Streamlined for clarity and accessibility across clinics, digital and print.

Role: Creative Strategy, Creative & Art Direction, Brand Identity Design

The Result

The refreshed brand identity helped reposition Quality HealthCare as a modern, trusted healthcare provider—rooted in its heritage but built for the future. Visually coherent and emotionally resonant, the new design system elevated the patient experience and reinforced QHMS’s position as a leader in Hong Kong’s healthcare space.