Since the Devine brothers were still in the early stages of developing their practice, we wanted to help them explore who they really wanted to be. Were they going back to the traditions of medicine, when your doctor was a family friend, or were they guiding us towards the future of medicine with their innovative approach to care? Our first round of brand concepts focused on this exploration.

By now we knew that the client really wanted to bridge the gap between the old and the new, showing how they combined their knowledge of the newest science of medicine with a high touch, one-to-one care that seems all but lost to history. This round was all about exploring how best to strike that balance.

We had really dialed in the look and feel by Round C, and had begun to expand into a full visual understanding of the brand, including the full color palette, fonts, photography, etc. But we weren’t quite there yet, and spent this round looking at the details of the brand mark, line weight, etc., all of the elements that really make the brand feel “done.”

As always, we delivered the final brand with a full array of examples for how it could be used for everything from their stationary and prescription pads, to magazine ads and website. We’ve since used it in all of these cases and more, including billboard and print ads to generate local exposure.