Sanitas is one of the leading brands in the healthcare sector in Spain, with a consolidated track record and a leadership position in health and wellness. At a time of company evolution, the project arises from a clear need: to build a more coherent brand narrative, capable of aligning its leadership with its purpose and its commitment to society and the environment, while also broadening its perception beyond insurance to reinforce its role as a comprehensive health and wellness company. 

The work began with a strategic and visual audit phase, which deeply analyzed the brand's performance across its various touchpoints, as well as the consistency of its identity and experience. This diagnosis allowed for the identification of clear areas for improvement in the visibility, legibility, adaptability, and consistency of the visual system, as well as the coexistence of multiple logo versions throughout the customer journey, from the website and email to the app, card, and physical centers.   

The challenge was to strategically and visually organize the brand to build a more harmonious, coherent, and recognizable experience across all touchpoints. It was necessary to develop an idea that could connect all elements of the brand platform, maintain Sanitas' leadership, and at the same time project a broader, more human, and contemporary vision of health, understood not only from the perspective of assistance but from people's lives as a whole. 

Baud developed a comprehensive strategic work where a transversal brand idea was built, capable of giving meaning to the Sanitas platform and activating a broader and more relevant narrative: caring for the health of life. An idea that places people at the center and expands the brand's territory to encompass everything that shapes their physical, emotional, social, and environmental well-being. 

From this strategic foundation, implementation criteria were also defined to order the brand's expression across the entire experience, improving consistency between channels, the logic of the visual system's transition, and the coherence of the different touchpoints. The result is a clearer, more structured brand, better prepared to evolve consistently, reinforcing its leadership from a more complete, innovative, and human vision of health.