©
2020
Care that feels like family
FAM Graviditetsklinikk needed a brand identity that conveyed compassionate care through warm minimalism.
FAM Graviditetsklinikk is a premium pregnancy and family care clinic that values connection over clinical distance. Our challenge was creating a visual identity that communicated nurturing professionalism through simplicity, where every line and proportion was carefully considered to reflect maternal warmth and medical excellence. We developed a minimalist design system with organic floral geometry and a soft feminine palette, creating a sophisticated balance between healthcare authority and family intimacy. The result is a brand that stands out through gentle confidence and emotional resonance with those who value family-centered care and holistic support.
Services
THE CHALLENGE
FAM needed an identity that balanced medical credibility with emotional comfort for women seeking guidance and reassurance.
Health brands can often feel cold or overly technical, leaving little room for empathy. FAM stands apart by offering focused, specialized care delivered by a fully female team trained to support women through delicate and meaningful stages of life. The challenge was creating an identity that communicated both expertise and warmth, standing out among established clinics while still feeling approachable. The brand had to build trust from the first glance and convey a sense of protection, closeness, and genuine care.
THE SOLUTION
We designed a feminine and meaningful visual system centered around a symbolic flower built from unified shapes that represent family and care.
The identity draws inspiration from the harmony and resilience found in nature. The flower symbol was constructed from multiple shapes coming together, representing parents, caregivers, and the entire FAM team supporting each patient with dedication. Its form blends delicacy and strength, reflecting the clinic’s medical standard and human touch. The color palette expresses the full spectrum of femininity—from soft, nurturing tones to vibrant, confident shades—while the custom typography reinforces clarity, approachability, and professionalism. Every element works together to communicate trust, warmth, and respectful care.
THE PROCESS
Brand positioning, concept development, visual identity, logo design, color system, typography, and brand guidelines crafted over 12 weeks.
We began by studying the emotional landscape of women’s health: protection, vulnerability, hope, and connection. From these insights, we explored shapes that symbolized unity and care, refining the flower motif until it captured the balance between medical reliability and feminine softness. We built a cohesive color system, structured typographic hierarchy, and clear usage guidelines to help FAM establish a recognizable and trustworthy presence across digital and physical touchpoints. The result is a brand ready to grow alongside the clinic’s expanding services.
By the numbers