Project created in partnership with Perfect Storm
CHOOSE PROJECT
Top challenges we overcame
The brand had to feel clinical and credible enough for top surgeons, dynamic enough to reflect a stadium setting, and premium enough for a high-expectation private patient audience.
CHALLENGE ONE
Balancing three competing identities in one coherent brand
CHALLENGE TWO
Creating a healthcare identity that worked inside a sports venue
Traditional medical branding can feel too sterile for a stadium environment, while sports branding can feel too informal for healthcare. The identity had to carry the gravitas of a clinic while embracing the energy of a stadium.
The brand needed two versions: one tied to the current stadium, and one scalable for other venues in future. Each variation had to feel cohesive without being too tied to a single site.
CHALLENGE THREE
Designing a logo system with built-in longevity and location flexibility
Using crosses, hearts, stadium shapes, and letters “V” and “S” required careful refinement to avoid looking overly literal or amateur. The challenge was creating symbolism that felt modern, subtle, and premium.
CHALLENGE FOUR
Integrating subtle sports and medical metaphors without clichés
CHALLENGE FIVE
Appealing to a discerning private healthcare audience
The visual identity needed to send a clear message of elite medical care delivered by leading surgeons — sophisticated, trustworthy, and contemporary — not flashy or overly branded.
Signage, posters, wayfinding, and interior assets all needed to cut through busy surroundings, guide visitors clearly, and maintain a sense of warmth and professionalism within a non-traditional clinical space.
CHALLENGE SIX
Ensuring the brand worked in real-world stadium environments
Brief
The challenge was to create a brand that balanced three unique factors: the healthcare ethos of leading surgeons, the dynamic stadium setting, and a focus on appealing to a discerning clientele seeking top-tier sports and orthopaedic care.
The brand identity needed to convey healthcare expertise, trustworthiness, and modernity, while also embracing the stadium’s unique location and sports connection.
Branding
Brand Inception
We began by exploring visual metaphors that resonated with healthcare and sports environments alike.
Starting with familiar healthcare symbols like medical crosses and hearts, we combined these with stadium iconography. Stadium Clinic also requested two logo variations: one specific to the stadium and one versatile enough to be used in future locations.
We incorporated the letters “V” (for Venue) and “S” (for Stadium) into our designs, allowing each logo to subtly suggest the clinic’s unique concept while remaining adaptable to different settings.
Further Development
Several initial concepts captured the client’s vision, which were refined after a collaborative review with key stakeholders.
Our designs highlighted clean lines and a modern aesthetic, balancing medical symbolism with subtle sports-related cues.
This development phase focused on selecting the most effective blend of elements, narrowing down the concepts to a final selection that was both versatile and deeply aligned with the brand’s vision.
Logo design
The final logos were chosen for their ability to stand alone as recognisable icons, subtly integrating the letters “V” and “S” while evoking medical and venue-related imagery.
The typeface was chosen for its clean, confident, and professional look, complemented by a “plus” icon that not only symbolised healthcare but also carried connotations of positivity and wellness.
This design solution gave Stadium Clinic a distinctive, modern identity that appeals directly to their target market.
Result
Stadium Clinic launched its first location at Ashton Gate Football Stadium with immediate impact.
The new branding was prominently displayed on stadium posters, attracting passersby and directing visitors with online bookings to the right location. Interior signage and assets created a warm, welcoming atmosphere, reinforcing the clinic’s brand identity and assuring clients they were in the right place for trusted care.
Client's perspective.
"Client quote goes here".
Client's name
Client's job role
5/5:
