Branding of the biggest medical forum of South Eastern Europe proved us that we should always try to change stereotypes.
Croatian Medical Association asked us to brand their conference on Orthopaedics and Traumatology from ground up: from venue and signage, to print and interaction design. We’ve used classical concepts of nature and human body to create identity and connect it with strong image of City of Dubrovnik. We broke some old stereotypes and made people happy.
The goal was to create identity that will enhance the interactive concept of the forum and contribute in setting a new standard for medical field visuals. Science conferences, boldly in Eastern Europe, had the stereotype of dull and cold walls of text, with monochromatic visual elements and boring conference materials. King’s Landing is a standard by itself, and a home to many conferences, so our design system had to be brave, cheerful and classy.
Movement is the song of the body
Energy, movement and balance; line, harmony and proportion: These vital concepts are the core of the brand identity we’ve made for SEEFORT. The vibrant nature of the sea, and waves as reflection of our movement through spine and legs, show both realistic and transcendent classical beauty.
SEEFORT is South East European Forum on Orthopaedics and Traumatology, organised by Croatian Medical Association. It’s aim is to transfer knowledge within the fields and contribute to the harmonization of educational programs and the profession itself with EU standards.
“ Design from the spine and you'll be fine.
Nothing happens until something moves
As forum is based on the on the interactive relationship between participants and invited speakers, identity reflects this idea. Allowing for socialisation and the fulfilment of Strokes’ motto “Let’s study together”, SEEFORT’ different elements provided visual playground for creating striking and modular design. Reflecting energy and movement in each of the icons gave character to the forum and made a bold design system.
“ The best six doctors: sunshine, water, rest, air, excersie and diet.
The race is not for the swift, but for those who can endure
Forum’s web presence is built around micro interactions – registration, reservation, paying the fees, submission of abstracts and posters. We’ve used brave, hero-dominant, layout to show the striking beauty of Dubrovnik, and design a website that can easily be reused through following years.