Following the merger of Advice Media and MedNet Technologies, we needed to fuse two distinctly diferent brands into a single clear, unifed concept. The new logo had to accurately refect our corporate culture: fresh, young, progressive, sophisticated, yet friendly and approachable. Increased infuence was given to Advice Media’s identity but both brands had to be clearly recognizable.SOLUTION:
Given the primary objective of the design brief, a “fusion branding” strategy was our clear choice. First, we evaluated each original logo individually to decide which specifc elements from the separate identities needed to be preserved and incorporated into the new brand. The decision was to pair the strongest points of each side: the typeface style and colors of Advice Media and MedNet’s name. (Please note “Technologies” was omitted as a non-essential brand recognition element and as a potential scalability issue.)OUTCOME:
An exciting challenge in logo design is to convey maximum meaning and symbolism via the least possible amount of graphic detail. In the strongest logos, a single element often has multiple meanings. Our primary goal was to accomplish just that within the design requirements, as there is no better way to ensure the logo is meaningful, unique and memorable. Hence, our new mark represents a couple of ideas simultaneously:
CLIENT: Peter Hetzler, MD, FACS
(Plastic Surgeon, Little Silver, New Jersey)ISSUE:
Lack of logo and eventual need of a new website. The client was formerly a marine biologist and wanted to incorporate an aspect of his previous career into the new logo for his plastic surgery practice. He is also color blind and only sees the blue spectrum. The logo needed to use blue tints and tones.SOLUTION:
With input from the client, the Advice Media team creates a logo. We went through many revisions and finally came to a solid solution. We used a dark blue color for his initials and grey for his name and title. We incorporated a wave pattern in a lighter shade of blue to harken back to his marine biology career.OUTCOME:
The doctor was thrilled with his new logo. By coincidence, the “P” in his name looked like a marine creature that the doctor absolutely loves (as pointed out by the client). We are now using the logo to design and develop his website. A simple style guide was created to give some direction on logo, color, and font usage, and start the branding process.
CLIENT: Kristin Tarbet, MD
(Ophthalmic Plastic Surgeon, Professor at University of Washington)ISSUE:
Lack of clear brand and visibility strategy. While often sought out for her expertise in facial aesthetics, Dr. Tarbet lacked a consistent brand message across all of her internal and external marketing. Additionally, she needed to create a brand that would also work for her expanding spa.SOLUTION:
Advice Media carefully used a concise branding dialogue with Dr. Tarbet and her staff to identify her vision for her practice as a high-end, gender-neutral office that specializes in facial aesthetics. This thought process allowed Dr. Tarbet and her team to think well beyond their current status.OUTCOME:
Advice Media took an entirely different approach for Dr. Tarbet’s logo. The new logo (as compared to the old logo) and branding for Dr. Tarbet allowed her have a fresh and beautiful direction for her office décor, product labels, letterhead, business cards, marketing materials, and new website.
CLIENT: Renato Saltz, MD
(Board Certified Plastic Surgeon, Salt Lake City/Park City, UT)ISSUE:
Lack of clear brand and visibility strategy. Despite being one of the most well-recognized plastic surgeons, both domestically and internationally, this client lacked a well-defined, consistent brand image, which severely compromised his brand identity and equity. Moreover, the client had several marketing elements that were disparate and lacked cohesion, resulting in consumer confusion, customer loss, and marketing inefficiencies.SOLUTION:
Advice Media employed a dynamic, holistic strategy that initially focused on defining the client’s brand image (i.e. logo, style guide, etc.). Specifically, the client had a logo that they used within the public domain for the previous ten years. We determined that scrapping the logo altogether was not in the client’s best interest. Instead, given the time that the brand had been in effect and building equity, Advice Media defined the essential brand elements to maintain consistency and continuity of the brand across all marketing platforms (i.e. website, organic traffic generation, social media, print media, ads, etc.). After defining the central branding elements, Advice Media built a website that reflected best in class elements to further emphasize the client’s world-class reputation. Finally, Advice Media began and still provides a comprehensive digital marketing campaign across multiple channels in concert with each other, reinforcing the client’s brand, image, and message in a consistent, cohesive fashion.OUTCOME:
Original logo lacked definition and innovation. Moreover, depending on use (i.e. print), the logo lost its prominence and detail. To remedy these issues, we refined and improved the old logo. Advice Media used a different treatment on the original four-faces symbol (based on lobby paintings) to achieve a smooth, sophisticated look. We retained the original SALTZ font but added weight to make the lettermark more prominent. We changed the type treatment of Plastic Surgery to differentiate from the SALTZ lettermark even further, while enhancing the SALTZ hierarchy and prominence. The result… a logo that is prominent, contemporary, and establishes the cornerstone from which all marketing materials and strategies emanate.
As result of the previously mentioned restrictions (i.e. no consistent brand), the client’s website lacked clear messaging, industry best practices, current technological imperatives (i.e. a Content Management System) and well-defined conversion funnels, consumer calls to action, and other similar issues. Simply put, it was not consistent with a high-end plastic surgery practice/professional.
CLIENT: Michele Verga, MD
(Board Certified Plastic Surgeon, New York City, NY)ISSUE:
No brand, no logo, no professional/practice website. The client realized that his old form of marketing, word of mouth and professional referrals, was no longer adequate. He was losing potential new patients who were given his name but because he didn’t have a website, they couldn’t find sufficient information about him on the Internet. To potential patients, the lack of a professional web presence suggested illegitimacy and shallow professional breadth.SOLUTION:
Advice Media worked with the client to design and develop a professional brand image that was consistent with the practice ethos and patient demographic. Working holistically from scratch, our team developed a refined logo, style guide, and website that gave him the presence and legitimacy that he desired and required. The client was not ready to embark on a digital marketing program, but he has the foundation in place if he ever decides to do so. In the meantime, his prospective patients can find him, know that he is legitimate, and understand simply from the quality of his website that he is an excellent physician.OUTCOME:
The client came to us with no pre-existing branding elements, no logo, no website, nothing that captured the high-end work that he had done for years. Advice Media worked closely with him to define who he was, how he wanted to be perceived, and the elements that were important to building his brand. We designed a logo that incorporates aspects of the client’s heritage and professional ethos yet appealed to his Fifth Avenue clientele.