A practice
on the
path to perfection.

Wellbeing. Now there’s a word we’ve heard a thousand times recently. There is a lot of chatter about it, and for good reason. We’re in an age where people are beginning to realise that a healthy lifestyle depends on a whole series of variables from your social experiences to exercise to how you treat yourself.

For Torrens University Australia it plays a big role for courses in their health faculty and because of this, they set up a suite of ‘wellbeing clinics’. As a longstanding partner of TUA, we were brought on to give them a new strategic direction and rebrand all comms from appointment cards to internal supergraphics.

2020 • Transform Awards

Best Visual Identity in Healthcare and Pharmaceuticals — SILVER
Best Use of a Visual Property — SILVER
Best Naming Strategy — FINALIST

2020 • AGDA Awards

Branding (Small business) — MERIT
Brand Expression — MERIT

The perfect name

Practice by name, practise by nature. Renaming the wellbeing clinics came with a gift — we explored a whole range of options, but in the end there was one that just made sense.

With clinics across Sydney, Brisbane and Melbourne they cater for hundreds of patients every week, while providing a high quality educational structure for students to learn the ropes. The Practice allows these students to break free from traditional classroom learning and practise on real patients on a daily basis.

It’s a brand and organisation all about balance

"This is a practice for students — people who are still learning, still perfecting their craft"

So we had some fun with how the forms stack up, deliberately allowing for combinations that are off-balance; reflecting the learning curve of the students.

Animation
principles

Animation principles are based on relaxing, soothing movements that also play on points of tension. One mimics breathing patterns (regulated and hyperventilated), another is based on muscle stretch movements, and one sees shapes sliding over one another before turning back just before they fall.

Bespoke
& handcrafted

Working with the talented Andrea Venegas, we shot a bespoke, handcrafted suite of photography which we’ve aptly titled ‘the art of balance’ that introduces real-world elements related to The Practice’s different disciplines.