Dr Erin is an Orthopedic Surgeon, Athlete, Educator, Researcher, and Professional Team Surgeon. She specializes in sports injuries and was the first woman to work as a team orthopedic surgeon in the NHL, MLB, and CFL.
This project was done in collaboration with the amazing team at The Connected Brand, Canada. We came in play as a design partner while they took care of the overall brand strategy.
Working closely with the Canadian team, we explored various directions that would help implement the brand strategy they created. Logotype solutions based on script fonts and dr Erin’s signature were drawn alongside various logomark solutions.
The final solution was based on dr Erin’s philosophy – a pyramid divided into the following sections – the 3 R’s (relax, rebalance, reactivate), endurance, strength, speed and power. Taking these into consideration we designed an icon that combines this philosophy and the main benefits a user gets when interacting with the brand – happiness, vitality and an increased quality of life.
The icon was further refined and one line was removed, in this way, the human figure became much more obvious and the visibility at small sizes increased.
The logotype is a customized solution, having Nexa Bold as a starting point.
Relax Re-balance Reactivate Endurance Strength Speed Power
The selected colour palette features yellow, an energetic colour that stands for optimism, joy, happiness, movement – characteristics that match perfectly our brand. The secondary colour complements it perfectly and talks about tranquillity, dignity, peace, independence.