La Joya Poly Clinic: Brand Identity for a Boutique Clinic in Mirdif, Dubai

La Joya is a new poly clinic in Mirdif, Dubai, combining general medicine, dental, dermatology and aesthetic treatments under one roof. The owners wanted an identity that would sit comfortably next to beauty and wellness brands without losing the trust a medical practice needs. The word “joya” means jewel, and that became the whole brief.

The mark

A four-point star, the classic jeweller’s sparkle, holds a delicate script “lj” monogram at its core. The star is symmetrical and radiant, which reads as precision and care; the script softens it. Two directions were explored before the star won: a faceted diamond outline and a pure wordmark. The star scales better on signage, uniforms and the small medical-record stationery a clinic prints every day.

Colour and type

The signature is a rose-gold gradient, from a deep copper to a soft blush, reserved for the logo mark and hero moments. A mid tone carries single-colour print and favicons; the darkest shade is used for body text on light backgrounds. It softens the clinical nature of the category while still projecting premium care.

A high-contrast display serif carries the wordmark and headlines, paired with Poppins for body copy, forms and the digital interface, so long patient-facing text stays readable next to the decorative serif.

Guidelines that a clinic can actually follow

Clinics print constantly: prescriptions, appointment cards, consent forms, window graphics. The guideline document sets clear space, minimum sizes for screen and print, what may and may not be done to the gradient, and how the mark sits on white or on the brand gradient. That keeps the identity consistent when the printer, the sign maker and the social media manager are three different people.

Scope delivered

• Logo mark, wordmark and monogram in gradient, single-colour and reversed versions
• Colour system with tonal ramp and print/digital values
• Typography pairing and hierarchy
• Brand guidelines document
• Stationery, signage and social media templates on request

Kenania designs brand identities for clinics, restaurants and companies across the UAE and Saudi Arabia from its Dubai office, and can carry the identity into the interior and fit-out of the space itself.