MSI was evolving from being primarily known for reproductive health services into a broader women’s wellness brand. This shift reflected a deeper ambition. To support women across every stage of life, from menstruation and reproductive years through to maternity and menopause. Our role at Bohemian was to translate this evolution into a clear, compelling and scalable brand expression across African markets.
The challenge was not just creative. It was structural and strategic. MSI operates across 16 countries, each with its own cultural context, healthcare realities and sensitivities around women’s health. Repositioning at this scale requires clarity without oversimplification, and consistency without erasing local nuance.
Building on MSI’s existing “For Every Stage of Woman” platform, we worked across strategy, creative direction and production to bring the expanded positioning to life. We refined the narrative to connect services across every life stage, ensuring that the messaging moved beyond individual interventions toward a lifelong relationship with women’s health.
Our team developed scalable rollout assets, including social media toolkits, motion content and video work designed for multi market implementation. These assets communicated MSI’s role as a champion of women’s health across Africa, its adherence to international standards, and the breadth of services available across its clinic and hospital network.
A defining part of our role was shaping the emotional layer of the repositioning. We created a content piece centred on real patient stories, capturing lived experiences and reflecting on how MSI supported women through pivotal moments in their health journeys. By placing authentic voices at the heart of the work, we helped shift perception from a service provider to a trusted, long-term partner in women’s wellbeing.
Throughout the process, we collaborated closely with central and in country teams to ensure cultural sensitivity, regulatory alignment and local relevance, while maintaining a unified brand system.
Rather than approaching this as a once off campaign, we treated the work as a living platform. One that local teams could confidently apply across channels and markets, while remaining aligned to a shared strategic direction.
The result was a strengthened brand presence across 16 countries, grounded in clarity, empathy and long-term vision for women’s healthcare in Africa.
For us, this project demonstrates the value of long-term partnership. Brand repositioning is not about announcing change. It is about supporting it over time, with strategic rigour and human insight. That is the role we aim to play alongside the brands we work with.
