Traditional Chinese Medicine practitioner, Heiner Fruehauf came to us with the mission to rebrand their Hai Shan Clinic into an integrated medical spa, serving a new model of healthcare in the Pacific Northwest. They would provide innovative accommodation alongside traditional and holistic modalities. They needed a modern brand that reimagined the classical “Traditional Chinese Medicine” genre and brought a sense of vitality to a category that is usually considered “alternative.”
We set out to create a warm and welcoming identity that spoke to connectedness and ease. The wordmark is spacious and simple, evoking a sense of professionalism and confidence that was needed for the emerging brand. The logo mark (the “HO” of Healing Order) represents harmony, centeredness, and a crossroads between the old and new. We created a family of illustrations inspired by the human form, Chinese nature, and the ingredients traditionally used in TCM. Together, the visual identity conveys a soft and timeless presence for their future endeavors.
Graphic Designer – brand identity, illustrations, website.
Client: The Healing Order
Agency: Red & Co.
Art Director: Zorica Radovic
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