The Brief
GSW are a commercial partnership of gynaecological consultants.
This private gynaecology practise commissioned me (in collaboration with Martin Sanders) to create an identity and set of marketing materials.
The Solution
The prospect of visiting a gynaecologist is never a pleasant one for a woman, so I completely rejected all aspects of the original identity - which was heavy on the grey and reminiscent of a firm of solicitors.Taking my cue from the modern visual language of spas and 'well being' products, I created an identity for the Frappel & Scott partnership where stark, factual medical information is softened by curving lines, abstracted flower and plant forms, feminine colours, and use of reassuring photography.
