The brief for Foundation Health was to build a brand that represented a modern osteopathic clinic but the thought processes that went into this project meant that we ended up with something much more.
Osteopathy is an alternative medicine that specialises in relieving muscular and skeletal pain and is particularly effective in the treatment of lower back and spinal discomfort. With our client being a keen surfer and the practice located in a seaside town of northern New South Wales, we were asked to draw our inspiration from the ocean and to consider a marine theme in the branding.
We decided on the seahorse because it’s the only marine creature with an upright vertebrae reminiscent of the human skeleton. The seahorse is also the symbol of the town and the local sporting clubs so it’s easily identifiable as it’s already associated with the local community.
The circles draw attention to the spine and imply the holistic approach of osteopaths, whilst the seaside pallet involves a soft sandy beige on a similarly soft coral to be subtly reminiscent of the bone and muscle focus of this healing modality.