ROYS DESIGN

DESIGN OVERVIEW: Self-Initiated Passion Project

center one | pediatrics is a faux pediatric medical practice located in Tacoma, Washington. The practice has three partners, Dr. Jane McFarland, MD; Dr. Yasmine Aziri, MD; and Dr. Michael Torrez, MD.

The practice treats a diverse population of patients in the greater Tacoma area.

LOGO

The branding for this project began with the logo, creating a clean, soft typographic identity, without any sharp or authoratative qualities. The partners wanted an identity that put the name and the service at the forefront of the medical practice.

The font PT Sans was selected to give soft edges to the type. A light gray color also helps to create a "kid friendly" feel to the graphics.

IMAGERY

The firm's partners treat a diverse population in the greater Tacoma area. To reflect this, stock photographic images of children were selected that show a range of ages, genders, and ethnic groups.

A broad base of different expressions was selected to reflect how communicative children can be.

Color was eliminated from the photos and replaced with a unifying duotone to simplify and balance the imagery.

COLORS

Soft pastel colors of pale yellow and blue-green were selected for paper stock. The photographic imagery blacks were softened slightly, to keep from creating a harsh contrast with the soft pastels.

A light gray color for the typography also projected the soft, friendly, relaxing theme the practice would like to project with their branding.

MARKETING

Once the logo design was complete, the new logo was implemented on medical business cards, medical appointment cards, the medical letterhead, and an envelope.

Signage and interiors for the practice offices, waiting rooms, and treatment rooms also incorporated the branding colors and soft edges. Environmental wayfinding graphics incorporate the PT Sans font and gray color.

Reusable canvas bags displaying the logo were created to send outpatient information and medications home with the patients.

INTERACTIVE

A large screen monitor in the main waiting area displays a custom animation for the firm, as well as changable reminders for items like covid immunizations and boosters, flu season, back to school immunization requirements, sports physicals, and allergy season updates.

Click HERE to view animation