Jen Becker came to me wanting to differentiate her practice from the thousands of Acupuncturists in New York. Getting to start with a clean slate, I began learning about her practice of Five Element Acupuncture. Incorporating these elements – Fire, Earth, Metal, Water and Wood – into her brand mark, along with a calming watercolor effect, really set the tone for her collateral and site design.
Art Direction, Branding, Logo Design, Illustration, & Collateral
Please do not replicate or steal any of this work. These belong to this client who paid good money for the time, energy, and strategy behind these designs. Not only is this a douchey thing to do, but you will be infringing on their copyrights, which is illegal.
Jen's target audience is comprised of New Yorkers who are interested in wellness and curious about Eastern medicine. These people are looking for alternatives to Western medicine and how to better deal with the stresses of everyday life.
Jen sent me a few images of things she liked. Her images all had a common organic-washed look to them, so I began sourcing some subtle images that had a similar feel for her website.
I worked to incorporate the 5 elements — Fire, Earth, Metal, Water and Wood — into the logo mark, and paired them with a calming watercolor effect, to really set the tone for the company. Working with the idea of acupuncture points, I placed two small dots on both sides of Jen's name. This mark could also be used independently when needed.
Custom icons were needed for Jen's website to be visual aids for her treatment descriptions. Simple vector icons with alternate fills were created to illustrate her treatments.
Jen needed a typeface that would look great on her business cards, as well as web. I chose Georgia for headlines and block-quotes because of its classic elegance and cost-effectiveness. Gotham was chosen as a compliment typeface for its geometric characters and easy readability.
Jen was starting her own practice, so she needed business cards to hand out to potential clients. The watercolor texture translated really well on the business cards. In order to be cost effective, we printed the business cards through Moo.com.
Our main focus was on the brand marks and collateral, but we also put together a simple one-page site with a blog feature. This allows clients to get more information about Jen's practice, as well as schedule an appointment.