Below are the key brand values/qualities I would like to capture.
DR. LAING (Personality): As a native Alaskan and working professional, Abby is the archetype of a modern Alaskan. She is young, confident, and leads a well-balanced lifestyle. She is a capable and independent, spending much of her free time outdoors. Her style is casual and comfortable, but professional. We want people to feel potential for that personal connection.
AN INTEGRATED APPROACH: In many ways, Dr. Laing’s healthcare philosophy reflects the basic tenets of naturopathic care, which is one of whole-person wellness. Rather than treating symptoms, Dr. Laing focuses on identifying and treating the root causes of illness, so that patients are able to lead fundamentally more healthy lives. She works closely with a network of other healthcare specialists to coordinate this customized care.
FRIENDLY, PERSONALIZED HEALTH CARE: Dr. Laing offers patients a personalized approach to healthcare, helping them to understand the root causes of healthcare issues and empowering them to take control of their own health. The approachable, warm and comfortable connection with clients feels more like a friendship, in contrast to the more corporate feel one might expect from a conventional hospital physician. She makes going to the doctor an enjoyable experience. This playfulness and warmth should be reflected somehow. We want people to feel understood, loved and empowered.
MODERN: The field of naturopathic medicine suffers from some legacy image problems, resulting from the contrasting approach it represents to western medicine. While naturopathic medicine stems from an even longer tradition, it is seen by some as anachronistic or pseudo-scientific. Abby brings a young and fresh face to this field and her modern, evidence-based sophistication needs to captured in the brand. This means more of a high-tech cutting edge look, rather than one which is more classic or established; upscale, as well as accessible.