Branding · Logo · Web
BWGHF, three pillars, one heart.
A new identity and trilingual website for a Belgian medical association dedicated to heart failure — a heart-shaped logo that unites patient, paramedic and physician.
The project
The context,
and what we did.
The starting point
The Belgian Working Group on Heart Failure is an association founded in 2004 that works to improve heart failure care in Belgium, foster scientific exchange and encourage clinical research. To carry that mission, it needed a clearer identity: a new logo, new brand guidelines and a website worthy of its scientific standing.
Our response
Heart failure care rests on three pillars that move forward together: the patient, the paramedic and the physician. We made that idea the heart of the logo — literally: a heart shape born from the combination of the three parts, a symbol of a shared effort against the disease. For the typography, we paired Open Sans, modern and scientific, with Lora Bold, a serif that brings the formal note the medical field expects. Three distinct colours, one per pillar, complete the system and serve to categorise content, both in the visuals and on the site.
The website itself is fully trilingual (FR, NL, EN) and speaks to patients, physicians and other professionals alike: explainer videos, scientific articles, an interactive map, and a private members’ area where they can upload documents and schedule their meetings.
The outcome
The BWGHF now has a clear identity that embodies its very purpose — the three pillars collaborating around the patient — and a complete trilingual platform, useful to the general public and healthcare professionals alike. A consistent system, from the logo to the visuals through to the members’ area, ready to support the association’s work for the long run.
« Elicla managed to turn a complex medical reality into a simple, fitting identity. Our three-pillar heart looks like us, and the website has become a real tool for our members. »— The BWGHF team