With an existing busy medical practice in Draper Street the opportunity to open a new surgery in Smithfield became the foundation of a much greater plan – to create a new brand. Much more than a new name; an entire sentiment expressing a distinctive approach to medical care that will carry the tradition to a new clientele. The design captures the homely comfort of a traditional Queenslander carried into a vibrant and lighthearted environment with small treasures to delight and reassure; whilst providing the highest level of professional general practice medical services. Further this is a brand that can be carried forward to new sites.