For the past 20 years, Médis has been the most innovative health insurance company in Portugal. A new identity system had to be created to reflect a new way of thinking and implementing health care, acknowledging that it differs from individual to individual. There are not two sides to this story – healthcare and individual. There is only one. A side where each patient is seen and treated differently, according to his/her specific needs. Each history has its own stories. And even a universal concept is unique. Using the thaumatrope movement as inspiration, we have created an identity system that turns these two sides into one Personal Healthcare Service.