Integrative is one of the most respected naturopathic medical centres in Vancouver.
But you wouldn’t know if from their old brand, which looked just like every other brand in that sector. Generic, flat, boring. A little wishy-washy. A bit hard to take seriously.
It certainly didn’t express the experience, ideas or warmth that set Integrative apart from the field.
To be honest, it didn’t have to for a long time.
Integrative had a strong base of loyal, referral-making clients based on its founders’ impeccable reputation. However, their reputation didn’t extend to the clinic as a whole, which was a problem for two reasons.
1. Integrative is more than any one practitioner. Integrative is a team of diverse healing practitioners working together to unite as many healing methods as possible to care for their patients from all angles. As with health, it’s the whole, not the individual parts that define Integrative.
2. Building a brand solely on the reputation of the people at the top is not sustainable. It’s like building a pyramid with a strong point but a weak foundation. It’s bound to crumble. A sustainable brand is built to stand for the entire organization and what it believes in. Of course, reputation is essential to brand, but it must be the reputation of more than just its most well-known individual units.
Our goal was to attract a new generation of patients to an Integrative brand that could rise above the fray and speak for the entire Integrative experience. We needed to create something that could sustain Integrative into the future.
Built upon the Integrative Model
The new Integrative brand was built upon the Integrative Model – a healing philosophy that incorporates diverse healing methods to treat each interconnected aspects of health. Each asset was designed to connect together to support this healing philosophy.
The Endless Knot
Integrative’s new logo is an adaptation of their previous one. The endless knot is an ancient symbol and powerful visual metaphor of the interconnectedness of all things, which drives the Integrative Model. We would have been foolish to discard it, but it did need an upgrade to move the brand out of the spirituality camp and towards the medical authority camp that divides the alternative healing sector.
We designed a modern aesthetic to communicate the medical expertise of Integrative’s practitioners that also injected the colour, joy and compassion found within the Integrative clinic. This aesthetic extended to the logo, icons, website and print materials.
When you’re sick, do you call a doctor or an artist?
The infusion of authority into the Integrative’s aesthetics also extended to its renaming.
Even though they apply artistry in their care, Integrative’s practitioners are medical professionals, not artists. Therefore, we recommended that they change their name from ‘Integrative Healing Arts’ to Integrative Naturopathic Medical Centre to attract serious patients.
Real care, real people
We replaced the stock images of smiling senior citizen models holding hands on the beach in white linens with photos by Gwenael Lewis of real people and practitioners in the Integrative clinic to show potential patients something real.
Website and Print Materials
Designed to be a source of knowledge
The new Integrative site is focused on eight health programs we helped Integrative structure based on the most common health concerns they receive. Bright colours and icons serve to differentiate these programs that bring together many healing practices to give patients full Integrative care.
We also did a lot of copywriting for the site in deep collaboration with the medical personnel to create a rich resource of information for Integrative’s patients.
We learned a lot through this rebranding process and thank the entire Integrative team for sharing their knowledge with us. We welcome the new Integrative brand into the world and are excited to see it attract the next generation of Integrative patients.