Fortius Clinic is a private orthopaedics and sports medicine specialist. In this brief, I expanded the company’s brand guidelines by looking at their colour palette, imagery and visual devices. The client was struggling with how to clearly differentiate their audiences: Everyday Health and Elite Sports.

My solution was to create two themes for the client’s photography style, one for each audience. I also designed visual devices which were inspired by track running, stadiums and lane swimming.