Forty years of expertise nobody could see
A custom orthopedic footwear practice in Edmonton with a rare distinction and no way of saying it. We found it and built the brand around it.
The Foot Lab arrived with a basic logo and nothing else. It is a custom orthopedic footwear practice in Edmonton, run by a Certified Pedorthic Master Craftsman with forty years behind it, serving patients with cerebral palsy, diabetes, partial foot amputation and congenital conditions.
All of that was true before we arrived. Almost none of it was legible.
The work was finding the centre
This is the clearest example we have of the problem we take on most often: a business with a real, provable distinction and no way of saying it. Nothing needed inventing. We had to find it, decide on it, and put it at the middle of everything else.
We built the identity around that, and footlab.ca to carry it.
Clinical without being cold
The audience is patients managing chronic conditions, often referred rather than shopping around. That meant high contrast, legible typography, and a tone that reads as expert and approachable at once. Sound expensive and clinical and you lose the patient. Sound casual and you lose the referral.
