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Focus Diagnostic Imaging
Visual Identity Design, Print and Patient Collateral, Clinic Signage
Focus Diagnostic Imaging operates in a category where patient trust, technical complexity, and clarity of results matter. Focus needed an identity that communicates accuracy and professionalism while still feeling calm and patient centred.
Diagnostic imaging can feel intimidating. Patients need reassurance, and clinicians need confidence in clear, accurate results. The brand had to balance modern clinical credibility with an approachable tone that supports compassionate care.
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Process
Positioning & Approach
The identity was built around clarity and reassurance, balancing clinical credibility with a calm, patient centred tone. The goal was to make the brand feel precise and professional, while reducing friction and anxiety across the patient experience.
Identity System
A lens inspired emblem communicates imaging, accuracy, and detail, using circular forms to suggest clarity and continuity. Clean typography and a controlled visual language reinforce trust, legibility, and a modern medical presence.
Rollout & Applications
A calming palette of blues and greys supports confidence and approachability, with subtle accents to keep the brand contemporary. The system extends consistently across clinic signage and patient collateral, with legibility and navigation designed to work across both physical spaces and digital touchpoints.
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Outcome
A consistent, patient centred identity system that makes Focus feel clear, credible, and calm across physical and digital touchpoints, aligning the brand with clinical excellence and compassionate care.
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