MIMS: Losing the image of a drug directory to reflect a new offer

Historically, MIMS is known as a medical drug directory but its offer has since expanded to news, insights & marketing support. Channel delivery has also expanded from published hard copy to multi-channel marketing. The branding project was an opportunity to realign the business & its users behind a new purpose, which was: ‘Empowering medical communities to improve patient outcomes’.

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MIMS Drug Directory Healthcare Singapore Logo MIMS Drug Directory Healthcare Singapore Website Mobile App Publication MIMS Drug Directory Healthcare Singapore Website Mobile App MIMS Drug Directory Healthcare Singapore Publication

Marketing & Communications

MIMS used the colour red extensively, but had little other visual equity. Tangible developed a complete visual & verbal system for the business. A new symbol reflected the purpose statement & aligned the different regional business names (MIMS, KIMS & SIMS). A verbal identity ensured the core values were written for various target audiences. Tangible developed the launch campaign for the refreshed brand and also designed a new corporate website for the group offer.

MIMS Drug Directory Healthcare Singapore People 02 MIMS Drug Directory Healthcare Singapore People 01

People & Culture

The purpose statement was specifically selected because of the ambition to inspire staff to see their role in ‘improving patient outcomes’ & supporting medical communities. Bringing this to life throughout the region is the next step in the journey.

MIMS Drug Directory Healthcare Singapore Logo Architecture

Products & Services

With a myriad of services, channels & target audiences, MIMS had become very difficult to explain clearly to anyone. Tangible developed a brand architecture to ensure that MIMS services were clearly defined and could therefore be clearly explained.

MIMS Drug Directory Healthcare Singapore Signage Reception MIMS Drug Directory Healthcare Singapore Signage Exhibition

Spaces & Places

Tangible developed an exhibition design concept & reception signage for the rebranded business.