2009 / Bubtree Fertility Care
Created at DAIS Brand Strategy.
Professor Bruce Dunphy specialises in In-vitro Fertilisation and wanted to use brand strategy and design to differentiate his clinic in a crowded and demanding industry. We met Bruce and talked to him at length about the brand he wished to build, and about how much of his own personality should feature in the brand. It was agreed that the brand should be playful, warm, friendly, educational and natural.
I drew a iconic letter B that was styled after a pregnant silhouette and a modern script font. The wide suite of colours were chosen to represent Canadian autumn, which is a palette that Bruce deeply connected too. I then drew custom lettering to translate the icon into the remaining characters of Bubtree. I used the icon as a base to create playful illustrations including flowers, vines and of course - a bird and a bee.