The Challenge
While finishing her degree in naturopathic medicine, at the world-renowned Bastyr University, Dr. Kari Logan wanted to invest in a solid brand foundation for her current medical practice, Mae Integrative Medicine, as well as develop something that would scale for her future practice. At one point during her years of study, Dr. Logan asked a designer to create a logo and identity for her, but using the logo was complicated by small text and surprisingly low legibility. Dr. Logan felt the design concept was beautiful in presentation, but lacked the finesse and structure to be effective in real-world conditions. Dr. Logan felt conflicted whenever using the logo.
Sometimes, the challenge with an identity, visual symbol or logo, is the source of the work. There are many types of designers with varying specialties. It’s common for beginning business owners to find a cheap young designer through a friend or relative. These designers might have drawn logos for school or small projects, and claim the ability to create a functional and beautiful brand identity. However, the needs of a growing business require a professional with experience who understands how to strategize, position, and design branding for growth.
The Process
Dr. Logan contacted Think Tank Creative to explore the full branding process and discover if there might be new ideas and solutions for Mae Integrative Medicine which appealed to her more than her previous logo design. Jeremy Tank worked with Dr. Logan to explore brand strategy, name possibilities, customer avatars, marketing strategy, design strategy, and logo design—beginning with the idea that a logo isn’t meant to appeal to the business owner as much as it must serve as a communicator between the business and potential customers. Therefore, while it was nice if she liked the logo, wouldn’t it be better if the logo was so easy to recognize and remember that future patients easily found value in her business because the logo was a perfect fit for their perception?
The Result
Dr. Logan was thrilled with the updated identity. Mae Integrative Medicine changed to Mae, because this update allowed Dr. Logan to extend the brand into new subsidiary brands and opportunities. She later contracted Think Tank Creative to design and produce Mae’s website, Instagram templates, and digital templates.
Later, Dr. Logan returned to Think Tank Creative to design packaging for her homemade line of premium lotions, ointments, and balms under the moniker Mae Botanicals.
