Four black square sections separated by white borders.

HEALTHCARE

The Hove Practice

Private healthcare specialists, The Hove Practice, asked me to completely redevelop their brand from scratch.

Their imminent move to new high street, state-of-the-art premises in central Hove would allow them access to different clientele, and modernising their entire visual offering with future expansion in mind was front and centre.

We conducted a range of workshops to establish both their needs and desires with specific focus on client care and clarity of information before moving headlong into their branding.

https://www.thehovepractice.co.uk

Medical cross icon with a plus sign inside, on a beige background.

Modernising their entire visual offering with future expansion in mind

Creative Direction
Workshops
Logo Design
Branding - Visual and Written
Design Collateral
Website
Shopfront
Brand book

Personality
Traits and Positioning Statements

Text reads: "Connected. Our reach extends far beyond the consulting room. Our knowledge network gives you rapid access to elevated healthcare."
Text on black background stating: "Innovative. We're at the forefront of modern healthcare. Expert research and the latest medical advancements."
Text on a black background reads, "Supportive. We empower your wellbeing choices. We bring a whole-person approach to your healthcare journey."

Establishing Brand Voice

Text graphic with the quote: "Crystal-clear. Our communication is always uncomplicated, unambiguous and to-the-point. Knowledge is for sharing, so keep it simple."
A block of text describing qualities of effective communication and listening, emphasizing clarity, honesty, openness, practicality, and trustworthiness.
Text on a dark background explaining communication style, medical jargon translation, listening to patients, and compassionate care in a healthcare setting.
Text overlay on a dark background explaining how navigating the healthcare system can be simplified through better patient-doctor relationships and prepared consultation.

Logo Development

Taking the simple, universal symbol for health, tweaking, rotating and combining it to create devices that would serve as the main brand marque and for holding and pattern motifs.

The logo is their ‘jewel’ - a mark that encapsulates their distinctive qualities and the premium nature of their services.

And it acts as a positive signifier (+) extolling the many plus sides of a healthier lifestyle.

Two geometric line diagrams, each with intersecting lines forming star-like patterns, positioned side by side on a white background.
Plus sign icon next to a multiply sign icon.
An infographic showing the transformation from a cross in a white geometric shape to a hexagon in yellow.
Logo for The Hove Practice featuring a yellow octagon and black text.
Display of alphabet letters, numbers 0-9, and special characters in a clean and glamorous sans-serif font on a black background.
Logo for a practice with three parts: The Hove Practice, The Brighton Practice, and The HASSOCKS Practice.

Building an Identity

Color palette with three sections labeled Midnight Blue, Stone Blue, and Field Green, displaying their RGB and Hex codes.
Color palette infographic with five sections labeled Cornflower Blue, Green Meadow, Rose, Sunflower, and Lavender, each displaying RGB and HEX color codes.
Color palette with squares labeled Naples Yellow, Burnt Orange, Pale Lilac, and Mint, displaying their RGB and HEX color codes.
A collection of black and white icons representing various health and wellness themes, including clocks, calendars, gauges, network, clipboard, stethoscope, speech bubbles, medical kits, gears, hearts, female gender symbol, heartbeat, male gender symbol, alphabet blocks, syringe, and bicycle.
A pastel-colored gradient background with a subtle pattern of crosshatch lines.
Blank gradient background with light purple on the left, transitioning through blue and teal to light green on the right.
Icons representing spirometry, blood drop, and heart in a row.
Comparison of two fonts: Millar Display Roman and another similar serif font, displaying uppercase and lowercase letters, numbers, and symbols.

Applying the brand

Graphic with the words 'Life', 'Health', and 'Science' separated by plus signs, on a white background.
A man jogging on a curved road with guardrails under a clear sky.
Four women smiling and engaging in a friendly conversation, some wearing glasses and hats, in a casual indoor setting.
Blue and green abstract coral-like shapes on a dark background.
Cover page with dark gray background and white text reading 'Identity Photography The Life Scientific' with small purple icon and text 'Figma Brand Assets' at the bottom.
Collage of diverse people engaging in various fitness activities, including boxing, yoga, stretching, running, and outdoor exercise.
Open magazine showing a woman doing yoga or stretching exercises inside a room with large windows, and a page with the heading 'Theme Life'.
Open magazines on a white surface showing designs and text about supportive healthcare choices, science, and modern geometric graphics.
A young girl is having her chest examined by a healthcare professional using a stethoscope in a medical office with a laptop computer in the background.
Top left: a colorful, digital depiction of a human brain with neural connections. Top right: a young girl playing with wooden building blocks. Bottom left: a therapist holding a patient's arm during a physical therapy session. Bottom right: a human body model showing internal organs and muscles.
A pamphlet titled 'Patient FAQs' from The Hove Practice with two business cards on a gray surface. The pamphlet features medical icons on a light blue background and the practice's logo at the bottom.
Tri-fold patient FAQ brochure with medical icons on the cover, opened to show FAQs and a QR code inside, on a light grey background.
A brochure for The Hove Practice, an independent private GP service, featuring a white background with light blue and gold accents, and text listing services like mental health and sexual health.
Open MacBook Pro displaying a healthcare website for The Hove Practice with a profile picture of a woman in profile and options to book appointments and request prescriptions.
Smartphone displaying a webpage about TruCheck™ Intelli and cancer detection, with a stylized blue medical cross and a blue coral pattern inside the cross.