New-to-market My Medical Gateway designed for disruption

London-based brand consultancy isobel has created a new brand identity and integrated campaign for My Medical Gateway, a medical travel marketplace connecting UK patients with private hospitals in Europe. The work spans positioning, identity, website design, communications and media, with the ‘Get back to your wicked self’ campaign using humour to challenge perceptions of medical travel. The category disruptor aims to make affordable, accessible surgery a viable alternative for people facing long NHS waiting lists or the high cost of private healthcare.