WORK

Richard Flint is a New Zealand general surgeon and endoscopist. With an increasingly competitive surgical landscape, he engaged with us for a website to help increase his profile with GPs who are the source of referrals, as well as potential patients. To ensure the best design and outcomes of that website, we first embarked on a brand identity project.

As this was akin to a ‘personal branding’ project, it was critical that Richard felt it truly represented him. The key consideration throughout was balancing a level of professionalism equal with his skills as a reputable surgeon, without ever coming across as ‘bragging’ or ‘overbranded’. We’ve explored how to communicate a human-centric look and feel while maintaining credibility and trust, and showing Richard’s commitment to a personalised care approach.

To stay aligned with but differentiated from the vast majority of blue-branded medical businesses, this brand distinguishes itself with a teal blue-green instead. Overall, the colour palette is trustworthy and professional but softer than a cold, clinical blue.

The logo features a simple wordmark supported by an abstract icon that symbolises precision, thoroughness, and being ‘in safe hands’. The overall shape of the logo also adds depth and flexibility to the brand by creating a series of patterns and a holding shape.