Dr Vince O'Rourke based his specialist practice at the mouth of the Maroochy River at Cotton Tree, where it empties into the Pacific Ocean on the northern end of Maroochydore Beach.
15 years ago he had brought a practice but had since outgrown the space available. When the adjacent unit in his building became available, he decided on a novel approach. He would fit-out the new rooms and place his existing rooms on the market as they were still usable. This would create a rare opportunity for a general practitioner and indeed one quickly grasped the moment.
Dr O'Rourke wanted to have his surgery designed to fulfil his specialist requirements and to have a professional presentation that would reflect the quality of care he provides to his patients. This meant he wanted to use a firm that could integrate the marketing, presentation, interior design and material finishes of the practice.
He chose Levitch Design Associates (LDA) as he was confident they understood his vision and they had extensive experience in all of these areas.
As the time frame for all these aspects were similar, they needed to be developed simultaneously.
Anne Levitch and Jeremy Edgehill, the interior designers, started looking at Dr O'Rourke's brief to prepare a floor plan; while Summer Thompson, the Graphics and Marketing Manager began to put together her proposal covering practice name development, logo design, stationery and signage design.
The creative part of this process centred on the name and logo. Once this had been established, it could then be applied to the stationery and signage. The development of this was a close collaborative effort between Dr O'Rourke and LDA to deliver a name, logo and branding approach that could communicate both the location and the specialty.
"I really appreciated the effort and expertise Summer and her team put into the concepts," Dr O'Rourke commented. "They did a wonderful job".
The logo incorporates free-hand circles to emphasize the artistic and highly individual nature of the services provided, whilst the logographic 'stems' firmly implanted in the earth visually refers to implantology.
The use of both structured and free-flowing forms was chosen to communicate the duality of art and science inherent within this specialty. The colour palette draws inspiration from nature - with the deep green forming both the 'soil' of the earth and the 'canopy' of the treetop.
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