[MEL24]




Key Dates

30 November 2023 - Launch Deadline
14 March - Standard Deadline
13 June - Extended Deadline
21 June - Judging
10 July - Winners Announced


Website

Gold 

Project Overview

Terence Tan is a Melbourne-based neurosurgeon and complex spine surgeon. Highly skilled and in demand, Terence leads a patient-centric clinic that understands the intricacies and nuances of the human brain and spine. Terence Tan is a youthful addition to the industry, widely respected, trusted and admired.

Project Commissioner

Terence Tan Neurosurgeon

Project Creator

PLAYGROUND Studio

Project Brief

PLAYGROUND was approached to create a brand identity for Terence Tan that would underscore his impressive credibility, cultivating a high level of trust and loyalty. Our mission was to challenge industry standards, and reflect Terence Tan’s expertise while feeling contemporary and polished.

Project Innovation/Need

To be innovative, while communicating the seriousness of spinal surgery with confidence and authority, we moved away from clinical visuals, instead opting for a bolder, dynamic look. We created an abstract 3D visualisation of the spine by interlocking the two ‘T’s’ in the Terence Tan name.

Design Challenge

The medical field is classically clinical and traditional in a way that fails to speak to a diverse audience. Anatomical imagery is a common motif, simultaneously dull, unappealing, and intimidating. PLAYGROUND saw this as an opportunity to shake up the way the industry is perceived, leaning into Terance Tan’s relative youth to create a brand that feels calm, trustworthy, and free from traditional clichés.

Effectiveness

The website is a beautiful, engaging and easily digested portrayal of what Terence Tan represents. The interlocked double T’s turn slowly, alluding to the spine and its interconnectivity with the brain via the neuro system, without the jarring visual impact of a clinical model. Complemented by a bold brandmark and balanced interactivity between typography and animated elements, the site communicates a bolder personality that clearly differentiates Terence Tan from competitors. The new look and feel embrace Terence Tan’s youthful yet highly professional and experienced nature, creating significant cut-through in the market.




This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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