Ozone Clinic
Shining a light on preventative health
Versatile visual identity to enable an innovative health and wellbeing startup brand to launch, scale and rapidly grow.
Project scope
• Visual brand identity
• Brand guidelines
• Print design: leaflet, business cards, stationery
The challenge
The Ozone Clinic has a pioneering vision, employing functional medicine at a cellular level to improve its clients’ health. Its cutting-edge treatments and therapies use oxygen and ozone to offer a natural solution to future health. The clinic is one of the first brands to bring these ground-breaking, globally-recognised treatments to the UK.
Before completing specialist training in oxygen and ozone treatments, owner Laura Dinham already had a nutritional therapy business. She came to me with a vision to bring together all her preventative health services under one brand – the Ozone Clinic.
There’s limited competition for these services in the UK and they tend towards a more ‘clinical’ look and feel. Laura and her business advisor, Tracy Hastain, recognised that branding would be a key factor in bringing a softer and more inspiring personality to the Ozone Clinic, positioning it as an aspirational choice for the clinic’s clientele.
I worked with Laura and Tracy to develop an identity that would do exactly that, showcasing the brand as calm, natural and trusted.
Understated but impactful design
Strategy is always crucial to developing a visual identity, but it was particularly important in this case as it needed to support the brand’s plans for rapid growth. The identity needed to be strong enough to launch the first clinic, but also simple, practical and versatile enough to support the brand long term.
As well as its more immediate uses (website, letterheads, business cards and leaflets), potential future applications for the identity included signage, products, accessories, uniforms and vehicle branding. This whole look would need to be easily scalable and distinctive.
To achieve this combination of strong and simple, we agreed on an understated, minimal aesthetic that (quietly) shouts quality and luxury. We’d focus on subtle detail, delicate patterns, fine lines and simple graphics.
Bringing the logo to life
The circle of illumination is the central feature of the Ozone Clinic’s visual identity and a strong identifier. It’s no surprise, then, that it forms a core element of the brand’s wordmark logo.
The logo features the word Ozone, with the large central O acting as a focal point for balance. The shape of the letter O is reflected across the wider brand identity, which uses the circle as a graphic device throughout.
For contrast, the other characters are intentionally set in a narrow style, creating emphasis on the circles. It’s also very legible with plenty of space, giving a clean, elegant feel that will scale well. The logo can be used both horizontally and vertically, a deliberate decision taken to add versatility when thinking ahead to future applications such as products or uniforms.
I also created two complementary marks. The logo mark gives a nod to the science behind the treatments by styling the brand’s initials (OC) as a chemical element. The badge mark shows the brand’s strapline (natural solutions to future health) in a circular design to echo the O shape.
The circle of illumination
As well as being a component of the brand’s logo, the circle of illumination is seen across the brand, making it instantly memorable.
Styled as a keyline circle overlaid with several small ‘molecules’, it’s a versatile, simple graphic device that can be used as a container for image content or to add emphasis to design.
The circles can also be built out into a ‘galaxy system’ brand pattern that makes a real impact. And finally, I used the circle of illumination’s signature visual style to design a set of icons for use on the website and beyond.
A recognisable imagery style
I’ve spent a long time introducing the circle of illumination, but there’s more to a brand identity than a strong graphic device! Another way we unified the Ozone Clinic’s look to be recognisable was through its choice of imagery. I defined a distinctive imagery style and provided Laura and Tracy with a starter pack of royalty-free photographs in that style.
The imagery focuses on nature to create a refreshing and rejuvenating feel that harmonises with the scientific side of the treatments and therapies. The chosen images also have simple compositions and share a quality of ‘light’ that conveys illumination.
For nature, I looked for details like veins on leaves, clean silhouettes and the structure of plants. For light, we focused on the sky, sunbeams, bokeh effects, and reflections. To introduce science, glass brings clarity.
And of course, the images were all selected to work with the brand’s calming new colour palette.
Sunbeams and charcoal
The Ozone Clinic suits a muted palette that enhances the aspirational, peaceful feel of the brand and also reflects the focus on nature.
Laura and Tracy particularly liked the contrast of dark and light, so the choice of illuminating sunbeam yellow and earthy charcoal work in perfect balance. They’re grounded by stone neutrals and supported by a secondary palette of soothing, organic blues and greens.
Putting the visual brand identity into action
With the identity signed off, I designed some essential print assets to help Laura and Tracy establish the brand. These included a letterhead, business cards and an information leaflet for customers.
To make sure the Ozone Clinic team can consistently apply the brand identity, I created mock-ups of how I imagined it could come to life across the website, social media and more, and I also produced a comprehensive set of brand guidelines. These give comprehensive instructions and practical tips on how to use the identity to achieve the brand’s signature look and feel.
Client feedback
“We absolutely love our new brand identity! It really encapsulates what we feel about the Ozone Clinic, its positioning and our vision for the brand. Andrea’s structured, friendly and personal approach, as well as her clear advice and wonderful creativity, made her the perfect designer to get under the skin of Ozone Clinic and truly understand what we wanted. We’re delighted with the outcome – it has exceeded our expectations!”
— Tracy Hastain, Business Advisor, Ozone Clinic
Ready for growth
The Ozone Clinic’s visual identity positions it perfectly for its next steps in the preventative health market. It’s designed to appeal to people who care about their long-term health, as well as making the clinic stand out from its competition.
Laura is a real inspiration as a business owner, seeing an opportunity and seizing it to bring these new treatments (and a healthier future) to her clients. I’m sure I’ll spot her storefront signage ‘in the wild’ one day soon, and have a feeling this brand’s going to have a future that’s just as healthy as its customers!