CHC
CHC is a major healthcare provider in the Liège region and is embarking on a strategic transformation to fully assert its role and prepare for the future. In a sector where medical expertise alone is no longer enough to stand out, the group has chosen to position itself as a true brand. This evolution is necessary to support, treat and care for people while pursuing a human, sustainable and unifying vision.
Challenge
CHC had to change its identity to reflect the reality and diversity of its activities. The aim was to go beyond a strictly medical approach to assert a common project, which was meaningful for all employees and readable for patients. The aim was to structure a coherent brand architecture and reveal a strong brand being, capable of embodying values in a changing care environment.
Solution
CHC becomes the CHC Health Group. A change of name and positioning that brings together all the clinics, medical centres, residences, psychiatric care homes and nurseries under the same banner. The new identity system anchors in the name CHC, around which entities and their locations are available. This redesign reflects CHC's benevolence in all speeches and interactions.
A human emblem
The identity of the CHC Health Group unfolds through its emblem. The mirror double C evokes protection, accompaniment and balance, while the crossbar of the H suggests a smile, placing the human at the heart of the graphic system. The set gives the mark a strong, recognizable and meaningful symbol.
The new positioning of the CHC Health Group is based on four key values: respect, well-being, responsibility and excellence. Together, they carry benevolence as a central concept. A value that guides practices, relationships and decisions, serving patients, loved ones and teams.
A benevolent mark
Becoming a Healthcare Group
Brand architecture is built around the CHC umbrella brand. All entities converge towards this common foundation, ensuring consistency, visibility and continuity at each point of contact. A clear structure that reinforces the brand's presence throughout the patient journey.
