Norwest Plastic & Reconstructive Surgery
Dr Gavin Sandercoe is launching a business in the Norwest market that will provide plastic surgery consultation and services. The services offered will range from basic cosmetic treatments such as Botox through to more complex procedures such as breast augmentation. A visual identity needs to be created to suit this new brand.
Dr Sandercoe is one of only a small number of Australian doctors to have been specifically trained as a plastic surgeon - he is qualified to undertake complex reconstructions, and has significant experience and expertise in this field.
The brand created needs to be mindful of this, as it is likely to feature as a key message in Dr Sandercoe’s marketing. It also needs to cater for services that may be positioned quite differently in the consumer’s mind. Botox and laser treatments, for example. The brand needs to hold sufficient gravitas and sophistication to support the delivery of serious medical services, but also be appealing and humanistic, in order to be effective in a promotional context for cosmetic treatments.
Establish a visual identity that will support recognition and differentiation for a newly created brand in a seemingly homogenous market.
Primarily female, the target audience is likely to have an older skew, particularly for surgical procedures. Many patients are well informed, some are upstamping from cosmetic procedures (eg Botox) to surgery (eg facelift). Some of the market is price sensitive. Information gathering and research, particularly on the internet, form a key step in the decision making process when selecting a medical provider.
In all cases, trust is a key part of the equation. The consumer wants to be sure that nothing will go wrong – and if something does go awry, that the surgeon is sufficiently qualified and experienced to rectify the problem.
Consumers often find it difficult to distinguish between plastic surgeons. The medical industry has traditionally lacked sophistication when it comes to marketing its services. Competitors, even in the plastic surgery arena where image is crucial, are generally not adopting a finely honed approach to creating their own identities. The visual identity of the brand will play a critical role in distinguishing Dr Sandercoe’s services in the market.
Quality. Trust. Peace of Mind. Professional. Beautiful. Substantial.
A premium brand, but accessible.
Classic, elegant, and sophisticated but not fussy or old fashioned.
Contemporary and progressive - using the latest tools and techniques, but not risk taking.
Relevant and appealing
This brand is the Audi of the car industry. It’s not about top of the line prestige or performance, it’s not ‘look at me’ – it’s about quality.
If it were to be applied to another industry vertical, it would be translatable to a boutique hotel. It is not frivolous, it’s not a day spa, it’s not pink, it’s not sexual. It’s also not severe or clinical.
The logo needs to feel balanced and cohesive.
It should be versatile in its application, and translate to different media and environments.
It should combine elements of classic sophistication, but feel contemporary and relevant.
A reference set of logos has been provided to provide examples of logo designs that may be useful touchpoints in developing the visual ID, and in illustrating range.
Ideally a visual motif or icon will be incorporated with the logo. It doesn’t need to be literal in its interpretation. A human form or a flower, for example, are possible directions, but equally a stylised raindrop or curlicue could be appropriate.
The colour palette recommended should support a sense of refinement, elegance, and style.
The initial concept will be for the logo only, but the design will be extended to suit a range of media and usage, including :
Business cards and stationery
Internal and external signage