Case Study: Podiatry Rebrand

Logo design is a tricky business – the goal is to produce a logo of such simplicity that it looks as if no effort went into it, but the logo design process involves encapsulating an entire company ethos in a simple graphic.

The Company

Hillel runs a podiatry clinic that focuses on a specific toenail procedure that includes an advanced level of care. He planned to add locations around Israel and position himself as a country-wide specialist.

Hillel Gluch rounded business cards

The Challenge

The goal was to differentiate his clinic from the local competition and create a logo design that reflects his established brand and promotes the unique features and benefits of his specialized treatment method. In addition to logo design, Hillel’s clinic needed a complete rebrand. 

He wanted to promote 5 key aspects of his service, including gentle treatment and natural post-procedure appearance, so I used those characteristics as the foundation for the look and feel of the brand.

Before

The original logo was actually temporary, and the client knew they would eventually have to rebrand. It gave the chain a local vibe which they wanted to move away from when they rebranded.

After

Because he focuses on a specific procedure, Hillel was very committed to a logo design that literally represented the ailment his patients suffer. After many failed versions, I finally came up with an icon that offered a “hospital for your toe”, rather than showing a detailed illustration of the specific condition.

Icon set

I also created an icon set in brand colors to indicate the five key characteristics of the clinic. They are used across media and infographics. An added challenge: all of the branding materials, including business cards, trifolds, letterhead, notepads and the new website, had to be designed in both English and Hebrew.

Business cards

My favorite element of the design process was creating the business cards. I came up with the idea to have tablet shaped cards to reflect the nature of the clinic, but I thought it would be too over-the-top for the practitioner. I was wrong! He loved them and we went to print.

Hillel Gluch Business cards

Website & print materials

This project included everything a growing company could need: logo and brand design, websites in both English and Hebrew, business cards, stationary and trifolds, also all in both English and Hebrew.