Tenet
Brand Strategy, Digital
Transcendent brand identity and website for a Chinese Medicine & acupuncture practice.
The challenge
With a goal of broadening the reach of Chinese Medicine, Tenet was looking for a brand for their Chinese Medicine and acupuncture practice. The brand system needed to feel as modern and approachable as its founder, Dr. Kraus. We also aimed to nod to the ancient wisdom of Chinese Medicine without being appropriative or falling into tropes.
The solution
Using the brand’s ethos of “Heal the world by healing yourself,” I created a brand system driven by sacred geometry and nature. The brand draws on imagery of nature and bodies, with underlying geometric patterns connecting it all.
A reflective brand system
The name “Tenet” is a palindrome. The color palette draws from nature, and the photos are curated to be soothing yet striking. Photography features flora and fauna—like ferns, seashells—that reveal sacred geometry, the underlying patterns connecting all life on earth.
A soothing & educational digital experience
The website needed to drive potential patients toward making an appointment, as well as educate them. I brought in helpful details like an FAQ and a breakdown of Chinese Medicine to ease clients’ minds about medical care that was potentially new to them. A prefooter on every page creates a clear path to making an appointment.
