Porter Brook Medical Centre
A reflective visual identity for a waterside surgery
Porter Brook is a leading Sheffield-based medical centre named after the river running by the practice. Wanting to set themselves apart from their growing competition, they asked us to create a distinctive brand the whole team could use.
Thinking
A standout visual identity starts with what makes the brand different. For Porter Brook, we looked at how to bring their riverside location and Sheffield heritage into the brand, experimenting with texture, pattern, and the concept of reflection.
We knew the team would probably be making most of their marketing materials on Microsoft applications, and their budget would restrict them to stock photography. So, whatever we came up with would have to be something everyone could use, without much design experience.
Outcome
The new Porter Brook brand identity is fresh and modern, but simple too. The reflective monogram takes inspiration from the river, styling the ‘b’ as subtly animated ripples on the surface of the water. We introduced the ripple texture as a treatment for stock photography, and used it to create a stripped back suite of symbols. Lastly, there’s the font. To root the identity firmly in Sheffield, we chose Granby – a sans-serif typeface designed by the Steel City’s Stephenson Blake type foundry.
Services
– Visual identity
– Brand identity guidelines
– Printed collateral
