When eye surgeon Dr Nicholas Toalster contacted us, it’s safe to say we saw eye to eye from the start. Surgeries have a reputation for being somewhat cold, sterile and inhospitable environments. We immediately identified Dr Nick as a thoroughly approachable and vivacious medical practitioner, so we set about creating a visual identity that brought his best attributes to light.

We listened carefully to the verve with which Dr Nick approached his work, crystallising the concept to juxtapose soft furnishings and playful objets d’art with surgical stainless steel to communicate his penchant for visual art, culture and precision.

Throughout this project, we focused on making the blind spots in his oeuvre visible, refocusing the lens on his unique ability to combine state of the art lenticular technology and precise surgical expertise with his humanitarian approach. The resulting body of collateral and new company identity, communicate a quality of care and warmth noticeably absent from the medical profession.