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Art Director: Helene Burger | Copywriter: Stephanie Larsen

We were asked to create a new CI for the practice of a well-respected chiropractor. Traditionally, doctors tend to name their practices after themselves but Dr. Marie Rosenberg wanted something different that would stand out amongst other medical practices.

‘Sticks and Stones’ is a well-known children’s rhyme and when people hear it, they immediately finish the sentence with ‘may break my bones’. So it became the perfect name for a doctor who deals with bones every day. However, we altered this rhyme in order to explain the benefit of being one of Dr. Rosenberg’s patients because even though other things will hurt your bones, she’s the one that can fix them. We used the various bones in the body to create the letters of ‘sticks'. These were first drawn in pen and then traced in vector to resemble the vintage copper plate engravings found in medical encyclopedias. To tie in with the quirky feel of the identity, the letters from the logo were then used to create various other elements such as pillows in the waiting room and vintage medicine bottles on the reception counter.