Numa
CREATING THE MODERN OMANI HEALTHCARE EXPERIENCE
Following its acquisition by Tawoos Group, NMC Oman entered a new chapter with an ambition that extended far beyond a name change. The vision was to build a healthcare institution that reflects Oman’s values, earns the trust of its people, and sets a new benchmark for private healthcare across the Sultanate. Skyne partnered with Tawoos Group to lead this transformation, creating the new brand Numa. Together, we developed the strategic positioning, naming, brand story, visual identity, masterbrand architecture and digital experience that now form the foundation of The Modern Omani Healthcare Experience.
The Shift
Private healthcare has traditionally competed on hospitals, specialists, facilities and technology. While these remain essential, they no longer define exceptional care. We recognised that the future belongs to healthcare providers that create experiences, not simply deliver services. The challenge was to transform a respected hospital into an institution that combines world-class medical excellence with genuine Omani hospitality, empathy and trust.
The Breakthrough
Skyne helped redefine what private healthcare could become in Oman. Rather than repositioning another hospital, we created a new national healthcare brand built around an entirely different philosophy: healthcare as a continuous experience, not a series of clinical interactions. This strategic shift transformed NMC Oman into Numa, establishing a scalable platform capable of uniting hospitals, clinics, pharmacies, dental centres and future healthcare services under one cohesive vision, setting the foundation for a new national standard of wellbeing.
BUILDING THE MODERN OMANI HEALTHCARE EXPERIENCE
Extensive research revealed an important shift in patient expectations. Medical expertise remains fundamental, but trust is increasingly built through empathy, communication and continuity of care. This insight became the foundation for Numa’s positioning: The Modern Omani Healthcare Experience. Every strategic decision, from the brand story to service principles, was designed around creating meaningful experiences that support people before, during and after treatment.
WHERE EMPATHY LEADS, WELLBEING LASTS
CREATING A HEALTHCARE BRAND BUILT FOR THE FUTURE
The transformation extended far beyond a hospital identity. We developed a masterbrand architecture capable of supporting Tawoos Group’s long-term healthcare ambitions, bringing hospitals, clinics, pharmacies, academies and future acquisitions together under one recognisable brand. Derived from Pneuma, meaning the breath of life, the name Numa expresses vitality, humanity and renewal, creating a distinctly Omani healthcare institution designed to grow for decades to come.
The transformation extended far beyond a hospital identity. We developed a masterbrand architecture capable of supporting Tawoos Group’s long-term healthcare ambitions, bringing hospitals, clinics, pharmacies, academies and future acquisitions together under one recognisable brand. Derived from Pneuma, meaning the breath of life, the name Numa expresses vitality, humanity and renewal, creating a distinctly Omani healthcare institution designed to grow for decades to come.
His Highness Sayyid Tarik bin Shabib Al Said
Vice Chairman and Managing Director of Tawoos LLC
Our experience with Skyne has been a good one, we found you to be most professional and you brought novel ideas and creative originality to the table. We are very pleased with the rebranding exercise, and how it was carried out.