The Australian Shoulder fellowship is an Australian Orthopaedic Association accredited fellowship that gives exposure to advanced arthroscopic shoulder surgery and shoulder arthroplasty. The Fellows receive training in all aspects of shoulder surgery and often travel from overseas to learn from accredited surgeons to further their career and future prospects in the specialisation of Shoulder Arthroscopy and Arthroplasty.
LimeHub was engaged to create a "lite" brand identity to form the foundation of their new website design (also designed and developed by us).
Key Considerations
The Shoulder Fellowship has a key focus on celebrating their past fellows and creating a sense of community amongst their fellows. Often fellows travel from other countries - sometimes uprooting their families - to come to Brisbane for the two year program. And while it's a long way home, and a significant commitment, some fellows have opted to stay in Australia because of how much they loved our way of life. For this reason, it was important to include Brisbane as a key reference to be reflected in their branding.
The Shoulder Fellowship aim to differentiate from the market and existing fellowships and wanted their brand to steer away from the classic design directions often found in the medical industry.
The Solution
The design immediately communicates the key themes of the brand: elegance, prestige, and care. The soft shape follows the curve of a neck and shoulder while incorporating the iconic Brisbane colours of the beautiful Bougainvillea which is found in abundance across the tropical, sun-kissed city.
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