The Company

Branding Process 

Dr. Lindsey at Arrow had a pretty good idea of how a brand might represent her and her practice. As an ambitious and outgoing individual, she knew her brand should be vibrant and full of energy. She brings fun and an approachable demeanor to the exam space that might otherwise be sterile or awkward for clients. Her knowledge and passion for new approaches to age-old traditions make her shine in the industry.

We ultimately decided to base the brand around the shape of an arrow (shocker, right?!)—but went through many iterations and styles of arrows before landing on the modified and enhanced compass arrow.

When approaching color, a vibrant color scheme was selected to enhance the energy of the brand. Building off of a key aqua color, the brand also includes a golden yellow and a coral which are used most frequently as secondary colors. The brand is anchored by a deep black. This color combination allows the brand to be flexible and fun, while also relying on a health industry tradition of a soothing color (aqua) at the center.

The angles of the arrow mark are matched with the shape of the apexes and vertexes in the Josefin font family. The secondary typeface is the slightly softer Nunito, which brings rounded terminals that complement the curves in the mark.

The angles also became a strong element throughout the branding, in the form of a triangle matching the negative space on the left of the mark. A sort of “upper corner”, which can then be rotated to make a complementary or standalone “lower corner”. Both are used throughout the print and digital components of the brand.

After building out the logo, we developed stationery and social media templates before designing a responsive conversion-focused website.