Dr Sanvir Sirriram is a Rheumatologist practicing in Salt Rock, on the North Coast of Durban in South Africa.
In our initial discussion, Dr Sirriram expressed his need for a website, which he could use as the primary channel to attract patients to his newly established practice. He also mentioned that he did not have a formal brand identity (including logo) which could be applied across practice related stationary, including his business card, invoice, letterhead, prescription pad and sick note.
Dr Siriram requested we design a brand that reflects the beach sunset due to his location near the beach. He also provided a list of words he used as inspiration for his practice rooms, these included; nature, bright, hopeful, youthful, inviting and unique experience.
We conducted in-depth brand analysis where we surfaced core values of Individualism, Youthful, Innovation Professionalism, and Patient-Centered. Analysis also revealed that the overall look and feel of the brand should be bright, modern and fresh with attention to detail, to help convey his research based, empathetic approach.
The logo we designed encompasses a spiral transitioning from bone to blood droplet, emphasising the scientific process for assessing patients in Rheumatology (where testing and laboratory work play important roles). The spiral shape denotes consciousness, awareness and discovery, whilst being reminiscent of a seashell. The colours in the logomark blend from a bright orange in the center to a deep violet at it’s outer edge, thereby reflecting the tones in a sunset. Violet was chosen because the colour represents individualism, wisdom and compassion, whilst the bright orange was selected for its ability to convey energy, warmth and enthusiasim. The typeface selected is Sofia Pro, which gives an impression of modernism, harmony and roundness.
After completing the logo, we applied it across various practice related stationary, including business card, letterhead, prescription pad and sick note.
The insights gained in our brand analysis were also utilised when designing Dr Sirriram's website. We developed unique imagery and icons, and wrote compelling copywriting which showcased Dr Sirriram's core values. This was combined with a clean and modern interface that focuses on answering a patients most important questions when it comes to seeing a Rheumatologist for treatment.