Design Projects

The Hove Practice

Overview

The Hove Practice is an independent private GP practice in Hove. Ahead of a move to new premises, I was asked to rethink its brand and create a more distinctive, contemporary identity with future growth in mind.

Initial workshops focused on patient care, communication and the experience of accessing private healthcare, establishing the strategic foundation for the new brand.

https://www.thehovepractice.co.uk

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

My Role

I led the creative development from initial workshops and positioning through to verbal and visual identity, encompassing logo design, brand language, photography, print and digital communications, website design and the physical practice environment.

The work culminated in a comprehensive set of brand guidelines to ensure the identity could be applied consistently as the practice evolved.

Impact

The project created a coherent identity and communication system spanning every aspect of the practice, from its website and patient communications to signage and the physical environment.

The identity was designed to support future expansion, providing a flexible system that could extend beyond The Hove Practice to additional locations and services.

MODERNISING THEIR ENTIRE VISUAL OFFERING WITH FUTURE EXPANSION IN MIND

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.

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, I rotated and combined it to create a distinctive marque, alongside devices for framing imagery and creating patterns.

The logo became the practice’s ‘jewel’, a mark that reflects its distinctive character and the premium nature of its services. It also acts as a positive signifier (+), representing the many benefits 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 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.
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.

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.