Wednesday, November 17, 2010

Branding for Tilia Natural Health

Wow, I've been away from my blog for sometime now! The end of the summer and fall is always a busy time for me as my clients try to wrap projects up before the end of the year. I've been working on the fall magazine and annual report for the Museum of Science in Boston, some fun projects for LaLicious including package design for a new scent, redesigned the newsletter for The Meridian School and many other miscellaneous things. I've been working hard on my 2011 mailer which will be a little different than the past couple of years—more details to come!

Besides all of that, one big project I'm really happy to share is the identity and branding I developed for Tilia Natural Health, a new naturopathic clinic in Seattle that opened it's doors in October. In the information gathering phase, I put together some image boards (see previous entry) which helped drive the look and feel of the branding. Some of the key words the brand needed to convey were: caring, professional, sustainable, creative, modern, bold, confident, friendly, attentive and approachable.

Tilia is a type of tree whose flowers and leaves are used medicinally—if you visit the office you will be welcomed with a hot cup of Tilia tea. I knew that the plant should be heavily featured in the branding while keeping it fresh and modern. I drew all of the pieces of the plant by hand and used them create the pattern which is used on the back of the business card, letterhead footer, notecard and postcards.

The application of the Tilia brand was applied to the new space (which was a complete remodel) by the talented Laura Zeck of Zinc Interior Concepts. She did a great job taking the brand elements and translating it to a warm, welcoming and modern space that totally matched my vision.
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