Our goal for the brand direction would be to soften the image by use of color, logo openness, and clear design rules and hierarchy. Making the brand feel warm and inviting will not only prevent it from feeling overly sterile as a medical office, but also give it a sense of maturity so as to not be too juvenile. A smart set of design rules will set the brand up for consistency and therefore a sense of trustworthiness, expectation, and reliability.
Our goal is to balance the appeal to women while also making it feel approachable to services for men. Earthy, script fonts with a natural, hand-written style evokes a personalized, humanistic, one-on-one feeling. Paired with complimenting, smart and mature fonts will help balance the style so as to not be too feminine.
Friendly, human, loving, smart, professional, reliable, relatable.