a fresh look for a trusted name
In 1947, Dr Dermot Foster moved to Bunbury to join Dr William Lawson-Smith to establish the general practice that became Doctor Foster & Associates. The practice was instrumental in setting up many of the public health services in Western Australia’s south-west, including the St John Ambulance and Blood Bank services. Today, Doctor Foster serves the local community from their Bunbury and Usher medical centres – with 18 patient-focused doctors and a team of friendly nurses and staff.
As Doctor Foster approached their 70th anniversary, an influx of bulk-billing doctors into Bunbury region was creating a competitive environment for the well-established practice. The partners recognised a need to refresh their website and marketing communication material to better position and present their unique service to the community.
Though the partners were initially reluctant to move on from the old practice logo, they soon acknowledged its limitations and the potentials of a refreshed brand image.
A contemporary identity, including colour palette and positioning statement, was the cornerstone to a suite of marketing solutions.
We produced Doctor Foster’s new responsive website, presentation folder and newsletter, and updated the practice’s signage and stationery to complete a comprehensive brand refresh.
The Doctor Foster brand image was visibly dated and generic; but we acknowledged that it carried a familiarity built over decades that was ripe for bringing forward into a contemporary context. The ‘Doctor Foster’ name was unabbreviated and accentuated to take on a more approachable personality. The practice’s icon, logotype and colour palette took cues from the predecessor – each refined with clarity and longevity in mind.
We worked closely with the partners to strategically distill their promise to the Bunbury community. It became clear that Doctor Foster prided themselves on being up-to-date with the latest techniques and knowledge, in a purpose-built environment; as well as valuing their long-term relationships that consider continuity of care beyond isolated symptoms. This core ethos represented 70 years of service to the people of Bunbury – ‘Modern Medicine, Traditional Values’.
As the practice’s most visible touchpoint, the Doctor Foster website underwent a significant upgrade to elevate their presentation above the local competition.
The site was restructured for a more user-friendly experience, that is just as impactful on mobiles, and introduced easy-to-update news and team profile pages. An approachable design style and tone-of-voice emphasised the refreshed Doctor Foster brand.
A customised document folder welcomes new patients to the practice, reinforcing the Doctor Foster brand messaging with friendly imagery, unique design elements and colour, and a high-quality print finish.
To build on the connection between Doctor Foster and the Bunbury community, we produced a quarterly practice newsletter aimed for past, present and new patients.
This 8-page piece features advice on common health issues, answers to frequently asked questions, community engagement and doctor profiles.
Signage and interior graphics were conceptualised for both Bunbury and Usher medical centres, utilising the graphic assets of the new Doctor Foster brand identity.
The refreshed Doctor Foster brand is expressed in the practice’s new suite of stationery items.
As Doctor Foster & Associates approached our 70th anniversary, the partners commissioned Bonser Design to revitalise our brand and update our marketing communication materials. A fresh, modern logo with the compelling tagline of “Modern Medicine • Traditional Values” provided the ideal platform for the next phase of our service to the people of Bunbury. I am extremely happy with the outcome as we launch our new brand image via a modern, mobile-friendly website and engaging Practice Newsletter.