ABOUT

As the London Prosthetics Centre prepared to move into a new, state-of-the-art premises, its existing identity no longer reflected the level of care being delivered. The logo was minimal but rigid, consisting of sharp, straight lines. It didn’t feel personal, approachable, or reflective of a service rooted in individual mobility journeys. My role was to modernise and reframe the brand around what prosthetics truly represent: movement, adaptability, and progress rather than loss.

The icon concept was developed using joints such as knees, ankles, elbows, and hips as inspiration. Early explorations leaned more literal, including hands and anatomical forms, but these quickly felt overworked and overly technical. More importantly, they failed at scale.
The joint forms converge toward the centre in a cross-like structure, a symbol commonly associated with healthcare. Rather than authority radiating outward, care and movement converge inward, reinforcing a truly client-centred philosophy.

The colour palette and core typeface were retained from the parent company, Steeper, to strengthen brand recognition and trust. However, I introduced a quiet disruption to the text. The wordmark appears whole, despite it missing some verticals, an intentional metaphor for many clients’ lived experience.

Language became a key design tool. Replacing “patient” with “client” repositioned the brand as a high-end, collaborative service rather than a purely clinical one. This shift was used consistently across launch materials, internal communications, email signatures, and social media.