CASE STUDY
MWMCC > Brand Identity & Website
CLIENTS
Medical Weight Management
Centre of Canada
DELIVERABLES
Brand Identity
Brand Guidelines
Website Prototype
SERVICES
Art Direction
Brand Design
Web Design
Iconography
YEARS
2022
As the sole Graphic Designer responsible for this project, I had the privilege of creating a full branding package for a Startup Client called Medical Weight Management Centre of Canada.
/01 CHALLENGE
Creating a new identity to help the Client distinguish themselves in the health industry.
The Client, MWMCC, is an organization that provides personalized support and resources for patients looking to develop healthy eating habits and physical activity patterns. They strive to emphasize that weight management is a journey worth embarking on for the health and longevity of every patient’s life.
In search of a brand identity in an already dominated space, MWMCC wanted to stand out and make a statement as the first medically focused and science-based weight management service available in Canada.
/02 BRAND STRATEGY
Connecting the comforting human elements of life with data-driven medical research.
The vision for the brand is all about bringing warmth into patient care and support. Science can be intimidating, so the main goal of MWMCC is to give every patient a welcoming and personalized care experience that is filled with pillars of knowledge from real physicians.
The tagline "Real Progress That's Possible" highlights the brand's focus on facilitating realistic and attainable results. The tagline acts as a promise from MWMCC to deliver the best care so every patient can reach their best self.
/03 ART DIRECTION
Positioning the Client as an active, science-based brand while maintaining a friendly and approachable presence.
Weight management can be a tough thing to navigate, which is why MWMCC strives to be the sunrise that shines on every patient along their journey to remind them they are not alone.
This hopeful sentiment is reflected in their entire branding experience through the use of soft shapes, rounded typography, warm colours, and uplifting imagery. The logo symbol is designed with the journey aspect in mind, resembling a mountain range in the shape of a lowercase “m” and hidden in the white space of the mountain peaks is a lowercase “w”.
/04 GRAPHIC ELEMENTS
Utilizing the soft, yet active logo symbol shape to create a look and feel for the visual elements of the brand.
The selection of the brand typeface, Proxima Soft, and the creation of the brand icon sets were all centred around the logo symbol’s curves. Each icon has been carefully curated to match the logo symbol design. For added versatility, the left edge of the symbol was used to create a graphic mask.
The chosen colour palette includes 5 warm hues and a vibrant sunrise gradient for visual play. These colours pair perfectly with the chosen photographic direction of friendly and cheerful people. A gradient filter was developed to be applied on top of all photography to give every image a sunny and cohesive look.
PRIMARY ICONSET — FILLED
SECONDARY ICONSET — OUTLINED
/05 BRAND GUIDELINES
Harmonizing the Client's brand strategy with their various graphic elements.
The detailed brand guidelines document, featuring an interactive Table of Contents, summarizes everything anyone would need to know about the brand all in one place.
The document breaks down MWMCC’s mission while stepping through how the new identity achieves their message graphically.
/06 WEBSITE
Developing a branded web space for the Client to reach more people and change more lives.
A fully functional website design, created in Figma, gives the Client a branded web space for providing weight management programs, training, and health resources to their patients.*
*Please note, the live website is currently being coded, edited, and updated by a third-party source.
©2021 Rebecca Andrade. All Rights Reserved.
