Southeastern Gastroenterology Brand & Website

New Work Wednesday

Jul 13

Intestinal Fortitude

When our friends at Southeastern Cardiology approached us about an identity for their new gastrointestinal practice, we created a brand that would be bold, memorable and uniquely their own.

A lowercase "g" is full of pleasing turns and curves, perfect for an abstract representation of a GI track, while maintaining the integrity of the letter. The vibrant color palette is energetic and comforting within a clinical setting. And SG's custom pattern is an abstracted small intestine—from a distance, creating a pleasing geometric grid pattern; and up close, a fun easter egg for our audience to discover.

Brand Family

"When I realized that a lowercase g is really an esophagus, liver, stomach and large intestine, there was no way their logo could be anything else. So simple, and so direct."

Leonard Zimmerman / Designer

Inner Workings

With the brand set, it was time for SG's web debut. Building a landing page about IBS you'd want to read (not just have to read) was a challenge we were up for. With so many speciality services provided and conditions treated, the site needed to present tongue-twisting (and frankly, descriptive) information in an easy-to-digest format.

The resulting lively design leans on bold pattern, color and lots of white space to aid in readability. The guts of the build allow for a strong, clean structure, with easy-to-use features and integrations that make even endoscopic retrograde cholangiopancreatography feel approachable.

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