• The path to better health.

  AFS approached Beng with a clean sheet of paper. Beng explored many brand themes before selecting stepping stones as a metaphor for AFS and its treatments.

  Stepping stones relate to feet and walking, as well as reflecting the step-by-step process the clinic employs to fix feet; permanently, and without orthotics. Every visit is a step closer to positive health.

  

• Illustration.

  Typical medical identity is centred on photographs of people, usually smiling in bright happy scenes.

  AFS is different, AFS is alternative. Descriptive illustration visually defines the service AFS offers, and reflects the step-by-step journey encapsulated in the stepping stones the healthy hero leaps across.

  

• Fashionable colour palate.

  To differentiate AFS from common medical identity schemes, Beng binned all blues from the colour program and instead chose a colour scheme of green for healing, and purple for fashionable flair.

  The palate appeals specifically to the female target market.

  

• A calming place.

  A busy arcade with a popular restaurant next door and commercial offices above attracts many passersby. The AFS exterior employs bold graphics of the logo and illustration to capture attention.

  Beng selected similar but muted brand colours for the interior colour scheme, as well as light timber tones for all furniture to create a complete brand experience in the clinic.

  

• Copy writing.

  Beng commissioned the copy for all marketing material and website, focused toward the female target. Reading glasses were used as a comparison to orthotics - they are only effective when in use.

  Most women can not wear orthotics due to footwear limitations, and so need an alternative treatment to correct their feet. Copy is key in spelling out the benefits these alternative treatments can offer.

  

• Branded website.

  Beng designed an optimised consumer website for AFS. The site outlines the key features of the treatments and the benefits they provide.

  The website is designed to call the viewer to action. A special offer, rotating testimonials and prominent phone contacts encourage the viewer to contact the clinic for an initial consultation.

  

• Keeping it medical.

  It was an important consideration to keep a medical focus to the brand. Being alternative the fear is appearing like a massage therapist, not a medical practitioner.

  The use of the signature and podiatry qualifications immediately identifies the practice as a professional medical clinic.

  

Motivation.

Alternative Foot Solutions (AFS) is a new podiatry clinic based in Manly, on Sydney’s Northern Beaches. AFS is alternative as the practice does not prescribe common orthotics to correct foot health. The clinic employs proven medical treatments, blending eastern and western methods to create a unique service that can permanently heal feet without surgery or orthotics.

A specific target.

AFS had a defined target market of 35 – 65yo females living in the surrounding area to the clinic. AFS’s core product, podiatry without orthotics, stood to help this client base the most – women with poor foot health who want to choose footwear for fashion, not to fit clumsy orthotics.

Women are a lucrative market to AFS as they are more likely to visit a health professional, as well as continue with a medical program to the end.

An alternative approach.

As AFS is different from typical podiatry clinics the brand needed to instantly convey this. Beng purposely avoided all common medical colour schemes and image protocols to create a brand that stood out in the market. Beng used a female orientated colour scheme and illustration to create a unique health brand that reflected the alternative nature of the treatments offered.

The start of something big.

AFS has only just begun but interest is steadily building. Word of mouth endorsement amongst the female client base will be the key to the success of this clinic.

See more...

www.AlternativeFootSolutions.com.au

From the client.

“My female target market love the colour scheme and the illustration grabs attention and conveys my business in a glance with no words necessary.”

Daniel Fitzpatrick
Principal