We were tapped by Drop Co, a fellow Melbourne-based design studio, to collaboratively refresh the brand identity for Microbiome Clinic, a next generation, first-of-its-kind online medical practice built around the gut microbiome and its role at the centre of whole body health. The task was to create a more focused and mature brand system that embodied the clinic’s message without feeling sterile, overly clinical or tech-led. It needed to hold the credibility of a medical practice, while still feeling personal, considered and deeply human. The brief was simple: build a suite of brand assets robust enough to support the business as it grows, with a strategic spine it would not quickly outgrow, while remaining soft in its delivery. The identity needed to speak to patients in moments of need with care, clarity and reassurance.