17 Jan LA Sports Acupuncture
Posted at 01:02h
in Portfolio
LA Sports
Acupuncture.
Introduction
It has been over a decade since Los Angeles-based Acupuncturist Jorga Houy first approached me to help design and develop a brand and website for his fledgling independent practice. Over the years we built several iterations and defined what it meant to leverage graphic design to build confidence, reduce fear, and instill trust.
Scope of Work
• Identity Design
• Photography
• Website Design
• CSS
Identity Design
Early on we explored visuals that told a narrative of Jorga’s practice and differentiated him from competitors that opted for more traditional Chinese medicine visuals. The initial cupped hands inspired abstract hands—eventually, a simplified re-design brought the motion of the hands and crow into the typeface choice. The color choice was inspired by the chakras, specifically the throat chakra which represents the receiving of communication from others.
Photography
In order to achieve a sense of authenticity and trust, photography that exuded an emotional appeal was critical. I strove to capture real moments that could speak to patients who were skeptical about pursuing non-western medical treatment. In each photo, I worked to capture both a feeling of ease and tension—speaking to both the tension of the patient’s ailment and the ease delivered by Jorga’s skilled hands. Moments of unease are balanced with a calming atmosphere or open and welcoming body language by Jorga.
