London Clinic identity treatment

Paper White’s identity for hospital and registered charity The London Clinic is to be introduced to interiors, signage and crockery, after initial trial use on stationery.

The identity aims to communicate the hospital’s personal approach to care, using a traditional snake and staff image which has long had medical associations.

As a charity, the client was cost-conscious and only agreed to changes which could benefit patient care, says a London Clinic spokeswoman. Paper White won the job after a pitch against three unnamed consultancies.