Consultant and Project manager ········· M Circle
Brand Design ········· CHD
Brand Strategy ······ Zechariah Chiang
Photography ······ Víctor Moreno Gutiérrez
Calligraphy ······ Grand So
Client ········· Tao Osteopathy

Tao Osteopathy is the practice philosophy of Canadian trained Osteopath, Victor Bourdeau. It harmonises Victor’s deep experiences as a lifelong practitioner of Hung Kuen Kung Fu with his rigorous Canadian Osteopathic training, and is also reflective of his own personal identity as a child of Eastern and Western culture.

As a deeply experienced and seasoned Osteopath in Hong Kong, Victor’s ambition is to bring his methodology and philosophy of healing to a broader audience through the Tao Osteopathy brand.

Playing against perception

Alternate, natural and traditional medicines have had to contend with a perception-scape that is heavily influenced by western modalities, methodology and science. While the encounter between the different healing cultures has not been without tension and mistrust, it has also helped to sharpen overall human knowledge about healing and the human condition. Still, this has pulled many clinics/practices towards a similar way of branding and communicating.

Information overload

 

Connected with the heavy influence of modern, mainstream health modalities, is the heavy reliance on information to convey value and demystify practice. Striking a balance between educating patients and burying them under information will influence the overall perception and experience patients and people have of the Tao Osteopathy brand. Stories and the mediums through which they are told will make a difference in the invitation people feel to experience what Tao Osteopathy is.

Simplicity, patience, compassion

The experience of care is material to the healing process a patient undergoes. Many of us are familiar with the feeling of being quickly shuttled in and out of a medical office or facility and sitting very briefly with a medical practitioner. The pace of these encounters can often leave a person feeling bewildered, confused, unheard and frustrated. Compassion is a fundamental differentiator that Tao Osteopathy is already leaning into, and one that could serve as a root and anchor for the brand.

We want to design a brand identity that revolutionize
the healthcare industry by changing how patient care methodology is conducted through a culture rooted in compassion and human dignity.

 

Creating a brand visual by collaborating
with local calligraphy artist - Grand So.