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How katherine t started their logo & brand identity pack journey
Who are you known as?
Trauma Anesthesia Society
Tell us a bit about who you are and the people you reach
The Trauma Anesthesia Society (TAS) was an organization founded in 2011. It started as a group of really passionate anesthesiologists who wanted to improve the quality of trauma care of the severly injured. The problem they wanted to solve was that there was a lot of variation in anesthesia practice, and often practitioners were isolated and independent. TAS formed to create some consistency and best practice and be a global connector for trauma anesthesiologists wanting to deliver the MOST UP TO DATE, BEST PRACTICE, INNOVATIVE, trauma care
The current logo is very traditional and does not really reflect where the organization needs to be today- so there is a complete overhaul of the website and logo underway. The current logo is predictable and connected to the work anesthesiologists do. But the TAS brand is about being innovative, connecting practitioners globally and creating a new standard of innovative trauma care that is backed up by scientific rigor.
The target audience are anesthesiologists. These are doctors who have done 5-10 years training to become specialists. The group appeals to a younger demographic of doctors looking to be innovative:
33% 30-39 years
25% 40-49 years
25% 50-59 years
(the older guys tend to be ‘young at heart’ to be able to cope with the stress of trauma)
We need to create a brand look and feel that can deliver on the up beat, innovative, bold, risk taker. It needs to step clear of traditional medical brands. Here is what another cool group are doing in this space: SMACC http://www.smacc.net.au
What industry do you think your business is most related to?
Medical & Pharmaceutical
What colors do you want to see in your design?
Other color requirements
I'd like to explore the following colors:
Blues: Knowledge, trust, calm and honesty.
Yellows: Energy, intellect, fun and youth.
Reds: Energy, action, passion and love.
To give us an idea of the overall feeling of your brand, let us know which styles you lean towards
We did some research with the current TAS member base across the globe The members are all very passionate about the group's mission and want the group to take a leadership role in sharing information and best practice to advance the way trauma anesthesiologists practice. The words that really resonated with members about this group, is that members want the group to be:
1. Knowledge leader (take a
2. Scientific (but not stuffy and academic)
3. All about Emerging Trends
6. Game Changer
The website may look similar to this theme: http://theme.co/x/demo/renew/2/
Which should be a consideration in your logo design.
This group exists exclusively online.
Our Vision: To develop a brand that is immediately recongnisable to the medical community that TAS represents trauma anesthesia. It is something that the members are proud to belong too. Rally behind. Members feel like represent them as an innovative organization. Finally, it needs to be associated with character traits like knowledge leader, people worth following, listening to.