Ian Kelly Orthopaedics

Before we could design his website, we first needed to design his brand identity. Ian wanted something modern and contemporary, but nothing too funky or hipster. While it was important for him to appear current and progressive, he didn’t want to come across as too bold or daring. People look for a safe pair of hands when selecting a consultant, someone confident and experienced, not some renegade maverick.

The logo we designed was clever but not too clever. A typographical solution, it was a play on the letters I and K, his initials. It also doubled as an abstract representation of two people – the doctor and patient. We selected the colours – a combination red, white and black – because they work well together and because they’re not what you traditionally associate with the medical profession.