StudioRoses

We were asked to develop a new identity for Juaneda Hospitales, an institution with over a century of medical care in the Balearic Islands. As the group expanded into multiple centers and specialties, the brand needed a unified, modern voice — without losing its human touch.

Brand research revealed that Juaneda was seen as the provider offering the best patient care, alongside strong professionalism. With this in mind, we anchored the redesign in the idea of humanised healthcare, evolving the identity and creating a brand book to guide the brand in that direction.

The logotype, inspired by historic forms, was refined into simple geometric shapes that suggest a cross becoming a person. The broader system brought warmth and clarity to a diverse brand universe, spanning many subbrands and locations.

The result is a modern, cohesive identity supported by a comprehensive brand book — all aligned with the core belief: healing begins with caring.