Greater Rochester Orthopaedics

Client

Greater Rochester Orthopaedics is an orthopaedic practice in upstate New York.

Brand/design project deliverables

Branding, website, signage, advertising, over 20 unique patient and internal forms, patient information folder, appointment cards, digital and printed stationery, office templates, apparel.

About this project

This work was done by Novagram founder Peter Dean while working at MoonBrand. More information here.

Orthopaedic practices around the world often use an adaptation of the ‘Tree of Andry’ as their symbol. Andry was the author of a 1741 book that contained an illustration showing a young tree with a crooked trunk tied to a stake in the ground. It demonstrates a basic principle of orthopaedic medicine; that bone is not inert matter, but living tissue that responds to treatment. The ‘R’ in GRO was the perfect starting point for a modern take on this.

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