Coleman Smith Chinese Medicine
Business Card Design,
Content Managed Reponsive Website,
Email Newsletter Design,
2016 Anvil Award Best Website
2016 Merit Award Best Logo
Coleman Smith is not your “typical” Traditional Chinese Medicine (TCM) Practitioner, and he wanted a brand that would garner respect from his peers and potential clients, yet show his unique personality, style, and philosophy towards treating patients.
Starting with the logo design, the goal was to create a brand that stood out from the competition, practitioners with an established clientele built over several years. Unlike the typical Chinese characters, use of the colour green, and poorly chosen stock photography, a more contemporary colour palette and professionally shot photography was used to personalize the look and feel of the brand across all platforms. With a goal of reaching a new market and expanding his business globally in the future, the deliverables needed to communicate and educate a wide spectrum of audience.
Like many start up businesses, template business cards and brochures are standard practice. Because he did not have a website these items included crowded information and did not “invite” the reader to learn more and engage. The goal was to create materials that “WOWed!”, including information that was easy to consume, clearly portrayed his knowledgeable, energetic, and charismatic personality, and demonstrated his belief in the beauty of nature.
Because most TCM Practitioners and Acupuncturists have done a poor job of marketing their business online via digital means, it was important to create an appealing virtual “home” to educate and engage potential patients. Aside from being fully-responsive, with an easy-to-use CMS, the website needed to set a new standard for websites in the TCM and Acupuncture world. It had to catch the attention of current TCM patients and, more importantly, younger clientele seeking alternative health solutions who are finding it for the first time. Education and interactivity were dual focuses for the site, making TCM and Acupuncture non-intimidating, easily accessible, and show proven results across various ailments and conditions. In addition, with more and more patients “on the go”, the website had to be user-friendly and accessible on all mobile devices to promote successful appointment bookings and repeat customers.
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The use of professional photography, showcasing Coleman Smith, the natural elements that are meaningful to his brand, and images of the actual products he uses on a daily basis gives his brand a friendly and relatable delivery. When choosing a healthcare practitioner this is a key deciding factor. The crisp, clean, contemporary, and “true to life” photography leaves the viewer an impression of the superior quality of service they will receive working with Coleman Smith.