Medical doesn’t mean mediocre! The client and I agreed on a clean, minimal brand style, understanding that the logo needed to clearly convey the business offering, however our key goal was to produce an identity that stood out in a busy market. There was expectation of a spine visual, but I wanted to produce a more stylised interpretation. I paired the visual with a gradient using the chosen brand colours; blue and orange provides correlation between the two businesses, yet the gradient becomes a key creative element to differentiate between the two.