Visual identity and website redesign for Gates Group
Visual Identity Design Web Design Communication
2025
Gates Group is a healthcare consulting firm based in the Middle East. They offer services in hospital management, digitalization, training, and analytics. I was brought in as an external consultant to lead a complete rebranding and website redesign. The first challenge was internal. I had to convince the team, especially the CEO, that a unified brand identity was essential for their growth.
Once aligned, I restructured their complex service offering into clear categories. I then created a new visual identity, designed branded one-pagers for each service, and built a polished website using Squarespace. I also delivered flexible social media templates to support their communications across platforms. The result was a credible, modern presence that reflects Gates Group’s strategic vision.
60%
boost in
inbound client inquiries
45%
increase in
average session duration
Visual Identity: Logo, Typography, and Color System
Problem: The original Gates Group logo had sharp edges, a heavy gradient with dull tones, and a redundant use of the letter “G” that lacked clarity and refinement. Its form was rigid and difficult to scale or adapt across different media. The visual language felt outdated and didn’t reflect the company's growing presence in healthcare innovation.
Old Gates Group logo
Solution: The redesigned logo solves these issues with a minimal, open-gate symbol that communicates transparency, trust, and forward momentum. The new form is more flexible, balanced, and modern.
I refined the gradient approach, introduced a clean sans-serif typeface for improved readability, and built a color system with distinct accents for each service branch. This gave the brand a more professional and unified identity across digital and print channels.
Main Logo
Light Logo
Business Transformation Logo
Digital Transformation Logo
Organizational Transformation Logo
Strategic Transformation Logo
Light Logo (Vertical)
Main Logo (Vertical)
The palette includes core and accent colors and gradients for each service branch, designed for consistency across print and digital.
RGB and CMYK versions were provided.
Website Redesign
Problem: Gates Group’s old website was fragmented and difficult to navigate, especially for clients unfamiliar with the breadth of services offered.
Solution: I restructured the expertise section to five clear service categories and designed a complex and effective flow that leads users where they should go. I also improved the overall hierarchy, wrote and edited copy in collaboration with the partners, and created new visual sections such as case studies, team bios, and a blog.
Despite working within a template system, I pushed layout customizations with custom code to achieve a high-end, professional look that communicates trust and expertise. The result was a fast-loading, content-rich site that felt modern, confident, and easy to explore.
New website flow analysis
Service one-pagers and social media templates
Problem: In the regional healthcare sector, many senior decision-makers still prefer learning about services through printed materials rather than web pages. For complex offerings, especially those in the early stages of client engagement, Gates Group needed clear, credible content that could be shared in person or by email.
Solution: I designed a series of bilingual one-pagers for specific services within Gates Group’s five core areas of expertise. Each layout was tailored for clarity and print-readability, using strong typographic hierarchy, custom icons, and tightly edited copy. The pages are color-coded by service category, making it easy to associate each offer with the broader brand system.
Social media templates for non-designers
Problem: The Gates team needed to produce high-quality social media content regularly, but lacked internal design capacity. Posts had to be visually consistent, on-brand, and quick to generate, and by non-designers.
Solution: I designed a flexible set of social media templates for LinkedIn and Instagram. They covered different types of content: impact statistics, service highlights, calls to action, and sincere leadership posts. Every template included pre-set styles and guidelines for typography, layout, and visuals, all aligned with the refreshed Gates Group identity.
I also trained the team on how to use and adapt the templates independently, ensuring they could create new content quickly and confidently.
The result: a fast, scalable way for the team to publish engaging, branded content in both English and Arabic without compromising on quality or visual coherence.
