Hart Studio partnered with Gates Prosthetics + Mobility Clinic, an independent woman-owned prosthetic and orthotic clinic in Bentonville, Arkansas, to create a brand identity that reflected the heart, craft, and individuality behind the practice. Through a listening-driven brand development process, we shaped a visual direction around the clinic’s custom, patient-centered approach to mobility, especially its work with strong, outgoing, “totally badass” patients. The final mark combines a bold “rock on” gesture with a subtle “G” for Gates, creating a distinctive identity that feels personal, confident, and true to the clinic’s energy.
- Brand Development
- Brand Assets
- Nathan Hart Allen
The Process
Throughout the process for logo design, we tried a few ideas that didn’t quite click. However, one key element presented itself at just the right time: There’s a specialty persona that Gates caters to in particular. These patients are:
Outgoing, strong, and “Totally Badass” people.
This new positioning gave way to an interesting kind of mark that combines a kind of “Rock on” vibe with a “G” for Gates.
