CUF Hospitals & Clinics, Lisbon

CUF is a growing network of private healthcare, formed by 18 hospitals and clinics based in Portugal. However, despite providing a similar service across the group, until now each unit had its own particular environment. The challenge of this project was to create a strong and unique identity to be felt throughout the network. This was a long, complex project of over 4 years, which involved 2 teams from P 06, one responsible for the interior design and the other for the signage system.

The first creative decision was to define a hospital-like feel, opposed to the luxury and cosiness of a hotel. They wanted a calm and comfortable environment, but at the same time clean, straightforward and representative of affordable healthcare. To this end, they strayed from the fake wood aesthetic, predominantly used in former units and by competitors, and created an aseptic environment, mainly in shades of white and grey, like a blank canvas to be painted.

The second step was to define a colour code that would both help identify the different clinical zones as well as filling the rooms with splashes of colour, giving more character to the site. Blue is the brand colour for CUF, therefore used as the default colour, associated with a wide range of services. Orange was used for the emergency department. Yellow was used for hospitalization and all services that could require some permanence from the patient. Green was the colour defined for the oncology zone.

The patient was always at the heart of their project. For that reason they developed a large scale signage system that allows them to be self sufficient — a clean graphic language with good legibility — using generous scale graphics and typography — with good integration on the existing architecture and interior design mood. To match the clean and elegant feel of the chosen typeface they designed a full custom pictogram set that helps convey a clear message on the signage.

They also consulted portuguese product designers to help us in defining a contemporary furniture collection, with simple lines and neutral tones, including some bespoke pieces. The majority of the materials are sturdy, locally-sourced products built to last.

The final outcome is not only a visual upgrade to CUF’s predecessors, but it’s also an innovation in that how design can change the way the hospitals interact with patients and vice-versa, through a more efficient and organised use of space.