BOC Group’s medical gases division is launching a new customer telephone service this week, branded by Mirror Image.
The new sub-brand, called Vital-air, is being launched in response to new rivals in the market for supplies of medical oxygen to patients. It will sit alongside the main BOC marque on visual communications.
A 24-hour freephone line for emergency supplies will initially launch to 5000 registered patients, and the brand will later be rolled out to the rest of the industry.
“Vitalair had to be fresh, new and inventive. The colour red and the small dot above the letter ‘i’ are a small reference to the BOC marque, which still adds a lot of weight to the brand,” says Mirror Image creative director Tony Williams.
Because the venture is customer-focused, it needed to be personal, and the clean blue look sets the brand apart from the big industrial image of BOC, he says.
Mirror Image is currently looking at applying the identity to vehicle liveries and uniforms. “It will also be part of our job to launch Vitalair to GPs, Pharmacists and respiratory nurses,” adds Williams.
French group Air Liquide is currently in negotiations to acquire the BOC Group.
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