Northshore Acupuncture

About the brand

Northshore Acupuncture is a Kaua'i-based acupuncture and Chinese medicine practice led by Dr. Ashley Amas. Their mission is to promote mental, emotional, and physical wellness using the science of time-tested and effective practices of acupuncture, traditional Chinese medicine, and innovative medical solutions.

Ashley reached out to us in need of a rebrand for her Chinese medicine practice.

Her old branding was spot-on for her former locations in California and South Korea, but now that she's all settled in Kauai, she needed a whole new vibe that connects with the Kauai community.

Our objectives were to:

  • Design the visual identity with longevity in mind.
  • Design a logo and visual elements that are easily recognizable and
    memorable.
  • Focus on creating a consistent visual style that reflects her brand's
    personality, values, and competitive edge, such as the blend of traditional
    and modern techniques, in order to communicate to the right people and
    establish credibility.
  • Develop a set of brand guidelines that outline the brand's visual identity to
    ensure consistency across all materials.
Project credits
  • Creative direction and identity design by Marley Elise.

The foundation

Our aim for this branding was to evoke a sense of excitement and enthusiasm for investing in one's health and wellness.

By striking the right balance between playfulness and professionalism, we created a visual strategy that aligns with Northshore Acupuncture's mission and appeals to their target audience.

When approaching the visual identity, we employed design techniques that combined bold typography and dynamic, unrefined shapes. The use of these elements adds a sense of liveliness and modernity to the brand. We balanced this playfulness with touches of minimalism, ensuring the design remains professional, but not corporate.

Color played a crucial role in capturing the essence of the vibrant Hawaiian environment where Northshore Acupuncture is located. We carefully selected a palette that reflects the colorful surroundings, infusing energy into the branding.

The outcome

A Refreshed Brand for Wellness and Vitality

The new logo for Northshore Acupuncture is an abstract mark inspired by plant life and the flow of water. Symbolizing growth, renewal, movement, and energy, the logo captures the essence of the brand. Its abstract nature allows for varied interpretations, aligning with the brand's individualized and holistic approach. The unrefined edges evoke a natural and organic feel, showcasing a down-to-earth and approachable image.

A custom typeface was created, striking a balance between structure and flow. The subtle serifs add sophistication, while the boldness and friendliness make it welcoming. Hand-drawn supporting graphics were designed to reinforce the brand's message of vitality. Avoiding any depiction of dis-ease, the graphics showcase colorful and vibrant imagery, reflecting the uplifting experience clients can expect when working with Ashley.

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Ashley Amas

About The Brand

  • Northshore Acupuncture is a Kaua'i-based acupuncture and Chinese medicine practice led by Dr. Ashley Amas. Their mission is to promote mental, emotional, and physical wellness using the science of time-tested and effective practices of acupuncture, traditional Chinese medicine, and innovative medical solutions.