Rebranding A Practice To Be More Inclusive
When an expanding medical practice added a new team member and services, they needed a rebrand to pave the way for the direction they were headed.
THE PROJECT
Originally started as a sinus institute by an ENT specialist, Arizona Minimally Invasive Consultants (AMIC) was a small practice looking to expand their team and services. When they brought on a new physician assistant offering dermatology, they knew they needed to rename and rebrand themselves to include and accommodate the growth they were experiencing. They came to me asking for a brand identity to capture where they've been but also where they were going.
THE DELIVERABLES
Logo Suite
Color Palette
Typography Curation
Business Cards
Color Palette
Typography Curation
Business Cards
GOALS
Including New Staff And Connecting With A Broader Audience
An important part of AMIC's project was to include the new physician assistant. Before she joined the team, the branding took on a more masculine feel as it focused primarily on the founding doctor and his story. By adapting a more inclusive brand, it provided them with the ability to continue adding new team members and appeal to patients who spanned varying age groups, health concerns, and genders.
THE LOGO
An Icon To Subtly Portray Their Values
AMIC's icon was created taking inspiration from our shared mood board and incorporated a silhouette that they requested. The finished icon shows two heads side by side, representing the patient-doctor relationship and the collaborative nature of their practice that they prided themselves on. The curved line shown on the first profile ties back into their original ENT specialty yet remains vague enough to represent the minimally invasive treatments their office specialized in.
BRANDING
Feeling Established Yet Approachable
With decades of experience in the area and an innovative doctor pushing boundaries, the team wanted to ensure their branding felt professional yet approachable - just like their medical team. For this I selected a primarily blue color palette to be used with plenty of white neutral space, conveying a sense of openness and modernity that they sought.
