Your trusted partner in health
Queenstown Medical Centre wanted to reconnect with the community, increase enrolments, and rebuild trust after COVID. But they quickly realised they only had fragments of a brand, and weren’t sure what messaging would resonate.
We led them through a brand strategy workshop and uncovered a few key insights. While doctors and nurses were still highly respected, more people were facing cost-of-living pressures and turning to “Dr Google” for self-diagnosis.
Together, we established a new brand purpose: “Queenstown’s Trusted Partners in Health.” To live this, we needed to showcase the good work of staff and look every bit the trusted, respected clinic they are.
We retained the essence of their existing logo but evolved it for digital use. By removing the centre of the brand symbol, we revealed a star in the negative space, a subtle nod to Queenstown.
A new serif typeface was introduced to complement their current one, adding warmth and trust. We also refreshed the colour palette, brightening the desaturated tones and introducing soft lavender and pink, inspired by medical scrubs.
The biggest visual shift came from working with Amy Slatem Illustration. Together, we developed a suite of hero illustrations to reflect the trusted relationships the clinic has with its community, along with spot illustrations representing each of their services.
The beauty of illustration is that it isn’t dependent on stock imagery or costly photoshoots. This makes it ideal for portraying more sensitive services like cervical checks or sexual health.
These illustrations now feature on their refreshed website and across social media, where they help bring services to life in a friendly, human way.
To support the in-house team, we created social media templates and reviewed their content as they built confidence in their new voice.
“Thanks guys. Fabulous work. I appreciate your vision and thanks for sticking with me through the endless questions as we navigate a new territory and new ways of working.”
– Rosa Meekums, Queenstown Medical Centre
Client: Queenstown Medical Centre
Client Services: James Cummins
Brand Strategy: Brent Courtney
Creative Director: Brent Courtney
Designer: Brent Courtney
Illustrations: Amy Slatem