Art Clinic

Art Clinic is a Swedish specialist clinic, founded in Gothenburg in 1999. It has clinics in Gothenburg, Jönköping, Uppsala and Stockholm, and works in two fields: how the body looks and how it moves.

The challenge

One half of Art Clinic does plastic surgery and injections. The other does orthopaedics, spine surgery and rehab. Customer satisfaction stood at 9.79 out of 10, yet from the outside the two sides looked like separate businesses.

Aesthetic clinics often sell a problem to fix. Art Clinic did not want to talk about flaws. It wanted to show people who feel at home in their bodies and get on with their lives.

The opportunity

What connects a knee operation and a facial treatment is respect for the whole body. The promise became The Art of Every Body. It holds both sides of the clinic and leaves room for every kind of patient.

The identity gives each side its own colour, plum for form and slate blue for function, with sand as the shared signal. A monogram A, a seal and a symbol we called the Scandinavian lab sit on layouts built on the golden ratio. Freight Neo and Neue Haas Grotesk set the type. The pictures show all kinds of bodies in motion and what treatment made possible for them.

The result

The graphic manual from 2020 set the rules for everything from signage and stationery to product packaging. For about nine months we also ran the clinic’s ongoing communication, and helped it open a new clinic at Sophiahemmet in Stockholm.

Form and function now spoke as one clinic. The group was later acquired by Aleris.