The Medical Council plays a vital role in protecting the public and ensuring safe, professional doctors. Yet awareness of its work was low, misconceptions were common, and its identity lacked the authority and clarity to cut through. Online sentiment was often negative, and communications felt fragmented rather than consistent and supportive.
To build public trust and reframe perceptions — shifting the Council from being seen only as a disciplinarian to being recognised as a transparent, compassionate partner in safe healthcare.
We designed a brand identity that balances authority with empathy, built on three design principles:
- Clinical precision — a clean, structured design system to reflect rigour
- Crystal clarity — reflected in accessible layouts, plain language, and openness
- Empathetic connection — brought to life through authentic photography and a supportive brand voice
Modernising the Medical Council crest
Inspired by the original coat of arms granted in 1982 the we redrew the Medical Council’s Rod of Asclepius with six shamrocks, representing the Council’s six key audiences. The original drawing inscription ‘Or semée of trefoils slipped vert a staff of Aesculapius paleways, the rod sable entwined by a serpent proper’ defined the structure of a serpent wrapped around a staff against a backdrop of shamrocks.
This is complemented by a new dual-typeface system — to reflect both their heritage and modernity as well as their dual role as both a professional body and an organisation set up to protect the public we chose two complementary typefaces and established a copywriting style that reflects both aspects of the organisation. We also developed a modernised colour palette comprising of blue for stability, green for compassion, orange for balanced perspective.
Finally, we developed a new brand voice — We created a new tone of voice that is professional yet approachable, combining knowledge, empathy and sincerity.
The outcome
The new identity equips the Medical Council to communicate its role with clarity and authority across diverse audiences, from patients to policymakers and becomes a platform to build long-term trust and confidence in Ireland’s healthcare system.