United European Gastroenterology is a medical professional non-profit organisation – one of the most comprehensive of its kind in the world. It brings together all the major European societies with an interest in diseases of the digestive system – working in medicine, surgery, paediatrics, GI oncology and endoscopy.
Brand strategy / Naming / Identity / Photography / Copywriting / Art direction / Animation / Website design / User Experience / Social media / App / Print / Environments / Events / Signage / Guidelines /
Ten years ago Felt won an international pitch to re-brand UEG, which positioned the organisation as the global reference point for gastroenterology patient care. A brand architecture was established that clearly defines the different activities of the organisation and has enabled the growth across multiple touch points to deliver the desired positioning. In 2019 we were asked to address how to bring greater relevance to the organisations communications. Our response was to embrace the digital world, by developing a look and feel that reflects the visual characteristics that thrive within it.
The wordmark and brand typeface have moved from print to improved screen legibility and colours brightened. Graded reportage photography with greater contrast stands out across all communications. Infographics have been striped back and a new digital property depicting the internal body organs, with colours representing the pillars of activity, has been created to promote the organisation at events – enabling UEG greater differentiation from other medical organisations. Digital touch points are being re-structured and embrace the new visual look & feel to improve on-screen presence and increase engagement, including a new website, promotions, newsletters and social media messaging.
Working with the UEG team, we launched the new visual elements at Week 2019 – a key annual event which brings the 30,000 members together to share research and developments from their specialisms. By unveiling our new branding at Week – which is considered the leading industry event – we strengthened UEG’s positioning and helped to drive increased membership numbers.
“The work Felt has created with us had an enormous effect on our organisation. It has changed the way we look at ourselves. It was not only a branding exercise but also an identity finding mission. It helped us simplify and clarify everything we do. Our experience of working with Felt is fantastic. We have known Libby and her colleagues as providing the perfect combination of artistic creativity and business-like organisation and excellent project management. With their help we have been able to execute a substantial change process within a relatively short period of time alongside our normal projects and business.”
Doris Möstl, Executive Director, UEG