Tully Family Practice

Project overview

Tully Family Practice is a modern, purpose-built GP practice committed to providing high-quality healthcare with warmth, respect and understanding. Based in Dun Laoughaire and serving a diverse local community, the practice combines contemporary clinical standards with a genuinely human approach to care.

We were tasked to create a brand that reflected the practice’s commitment to continuity of care, inclusivity, and patient reassurance. Abstract forms, soft structures, and natural references were preferred over literal medical or traditional family imagery. The identity needed to feel welcoming, modern and timeless.

New Brand

The brand needed to translate effectively across the website, signage, print materials and stationery. The chosen colour palette balances warmth with natural stability. Sage green provides the primary healthcare anchor, while the pink and clay tones introduce humanity and reassurance. The deeper olive grounds the system for typography, signage and contrast.

For the tagline, the agreed strategic territory focused on better health — supportive, positive and realistic, without over‑promising. The chosen tagline was ‘the path to better health’ which supported the ideas of continuity, partnership, trust and long-term wellbeing, while remaining inclusive and flexible across all brand touchpoints.

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