O&G is a newly formed, wide-ranging women’s health practice, uniting Adelaide’s leading specialists in obstetrics, gynaecology, ultrasound and fertility.

Brand Identity





While many of our clients approach us with existing brands in need of refinement, we are also tasked with developing entirely original brands for newly emerging businesses, as in this project.

We were engaged by the then-unnamed group to develop their foundational marketing touchpoints — including their name, brand identity, overarching design style, stationery, and photography.

Beginning with their name, we sought to communicate a feeling of authority and expertise, representative of the doctors' competency and personal experience, but not yet by the practice's age.

In its simplicity and generality, the name “O&G" helps to create the impression of greater longevity, building trust in an industry where it is especially important; and the additional positioning statement “Complete Women’s Health” serves to make their service offering more explicit when necessary.

This same understated approach is evident in the practice’s classic, typographic brand identity. Communicating the old-world sophistication and professionalism one might expect of a law practice or financial institution, it builds a level of expectation that holds true to the high-end practice’s premises, fitout and conduct.

O&G’s design style, evident across its website, stationery and ensuing marketing touchpoints was formulated to achieve several interconnected aims. It needed to appear distinctly clean, but not sterile; reliable, but not stiff; and thoroughly modern, yet inclusive of all age groups.

The resulting design style holds these qualities in balance, fusing together typically medical industry design traits, with those more commonplace within the fashion industry. Its distinct colour palette creates a calming, feminine personality befitting the practice, and its recurring 50:50 layout evokes the feeling of magazine spread, also playing to the symmetry of their name.

This unexpectedly fashionable design style helps to set “O&G” apart from public and private competitors within women’s health, helping them along their way to becoming leaders within this space.


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