Laura Scott Neuropsychologist
logo and Branding Case Study
Laura Scott, a respected neuropsychologist based in Victoria, Australia, approached me with a unique challenge. She needed a cohesive branding identity that could effectively communicate to both the professional legal industry, where she presented reports, and her clients, many of whom suffered from brain injuries.
Laura Scott Neuropsychologist
Client Case Study
Laura Scott Neuropsychologist
Branding Identity
the challenges
01
Dual Target Audience:
Laura’s primary concern was creating a visual identity that could appeal to two distinct audiences: legal professionals and individuals with brain injuries. She wanted the branding to be versatile enough to convey professionalism to the legal industry while also being empathetic and approachable to her clients.
02
Alignment with Expertise:
Laura wanted the branding to reflect her expertise as a neuropsychologist, showcasing her credibility and knowledge in the field to significantly different audiences.
03
Balancing Professionalism and Empathy:
Striking the right balance between professionalism and empathy was crucial. The logo and overall branding had to exude a sense of trust and expertise, while also conveying a compassionate approach to her clients’ needs.
Client Centreic Solutions
01
To address the dual audience, I created a logo that merged a professional, clean aesthetic with subtle elements that symbolised the brain. The use of a tangerine and sage green colour palette added vibrancy while maintaining professionalism. A highlight of dark ink colour provided contrast and depth to the logo’s design, representing the brain’s complexity and Laura’s empathetic approach.
02
Colour Palette:
The client’s chosen colour palette consisted of tangerine and sage green, which were thoughtfully selected to convey warmth and professionalism. These colours anchored the brand while adding a touch of vibrancy reflecting the activity within the brain.
03
Typography:
A balanced typography approach was adopted. A clean, modern typeface was used for legal reports and documents, ensuring readability and professionalism. This also supported the concept of dual functionality for client-facing materials to maintain approachability.
04
Visual Elements:
The branding identity included visual elements that subtly represented brain synapses, reinforcing Laura’s specialisation. These elements were used across the board for all materials, such as business cards and brochures.
05
Colour Palette:
Branding collateral required design for legal reports that maintained a formal and organised layout and patient information materials elements in concise, easy-to-understand language.
The Design Outcomes
Dual Appeal:
The branding identity successfully addressed Laura’s concerns by appealing to both legal professionals and clients. The logo’s duality allowed Laura to establish credibility in the legal industry while maintaining a compassionate image for her clients.
Increased Recognition:
The cohesive branding approach led to increased recognition within both target audiences. The consistent use of colours, typography, and visual elements helped establish Laura’s presence as a trusted neuropsychologist.
Client Engagement:
The empathetic touch in the branding helped clients feel more comfortable and understood. This improved engagement during sessions and fostered trust in Laura’s expertise.
Conclusion
Through a strategic combination of design elements, I successfully created a branding identity that resonated with both the professional legal industry and clients with brain injuries. The versatile logo, the client’s chosen tangerine and warm grey colour palette, typography, and visual elements struck the perfect balance between professionalism and empathy. The result was a comprehensive branding identity that not only showcased Laura Scott’s expertise BUT also fostered a strong connection with her clients.
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