Work / Bedaya Polyclinic

Bedaya Polyclinic

A polyclinic's website, rebuilt as one system.

Bedaya · Health · Web

The markA capsule, a leaf, and the name in two scripts.

A polyclinic in Al Wasl, Dubai, with conventional and complementary medicine under one roof. The name is Arabic for a beginning. The mark is a capsule with a leaf across it; the Pharmacy, Little Bedaya and In Motion each carry a mark of their own from the same leaf.

The delivery: the identity and its guidelines, then the website: the strategy, the art direction, the copy, the search work, a set of 44 images and the build. The home page opens on a butterfly film that plays as the page scrolls, and the inner pages close on a WhatsApp message, the clinic's first channel.

The nameBedaya is Arabic for a beginning.
The lockupsStacked, or the two scripts either side of the mark.
The familyFour practices, four marks: the capsule, the vial, the flamingo and the enso.
The colourFour colours on a pale ground.
The typeAktiv Grotesk for headings, RNS Sanz for reading.
The guidelinesEighteen pages, from the four pillars to the visual boards.
Home, on a phoneThe butterfly film at 390 pixels, then the departments.
A departmentThe Medical Department, then the close the inner pages share: a WhatsApp message.
HomeThe butterfly film plays as the page scrolls, then the clinic's promise.
The three department cards: Medical, Wellness and Little Bedaya
The department cardsA capsule, a leaf and a flamingo, one for each department.
The site's buttons, pills, hours line and type on the pale ground
The interfaceButtons, pills, the hours line and the type, from the site's own styles.
TreatmentsEvery treatment grouped by what it treats, with the department that offers it.
A pale room with arched alcoves, linen sheers and two chairs
A roomPlaster, linen and arches: the ground of the imagery set.
An arched doorway in pale plaster, sunlight across the floor
The doorwayThe Our Story picture: an arched door and the light across the floor.
The imageryMade for the site: rooms, treatments and still lifes in one light.
A movement room with oak floor and sheers, a figure behind the curtain
The movement roomRehabilitation shown as a room, a figure behind the sheers.
A corner with a bench, a tall door and eucalyptus in a vase
The contact cornerThe picture on the contact page: a bench, a door, eucalyptus.
The butterflyThe footage behind the home page: a butterfly on a stone in shallow water.
A treatment, on a phoneBody composition analysis: what it is and how it may help.
Little BedayaThe children's department, on a phone.
Our StoryThe house in Al Wasl, built in 1980, told in chapters.
Coming soonOne screen while the site was built: WhatsApp, the phone, the email and the hours.

Bedaya Polyclinic, Al Wasl, Dubai. Identity, guidelines, website strategy, art direction, copy, search, imagery and build by Alternative Space. The rooms and treatments are generated images; four rooms were opened out to 4:3. The Pharmacy and In Motion marks are traced from the guidelines. Photographs of people on three guideline pages are blurred. Typefaces Aktiv Grotesk and RNS Sanz.

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