Bazzi Podiatry — Brand Identity

01The Brief

Podiatry reads as cold and clinical. Bazzi wanted the opposite — a practice that feels like relief, not a procedure.

The category is a sea of blue crosses, generic foot icons and stock-photo smiles. To stand out in a waiting-room world, Bazzi needed an identity that could carry trust and warmth at the same time — steady enough for a medical setting, human enough to make someone in pain feel looked after.

We anchored everything to a single idea: comfort you can recognise before you read a word. One mark, a disciplined petrol-and-mint system, and a voice that speaks in outcomes — Step Into Comfort, Relief Starts Here.

A

Clinical, not cold

Medical credibility without the sterile, intimidating tone the category defaults to.

B

One ownable mark

A logo that works at a 22px favicon and a three-storey billboard alike.

C

Outcome-led voice

Every headline sells the feeling of being pain-free, never the procedure.

02The Mark

A B that hides a footprint.

Dual reading

The two counters of the B are shaped as the arch and heel of a foot — the initial and the specialty in one glyph.

Negative space

The footprint is carved, never drawn — so the mark stays clean at any size and reverses cleanly on petrol.

Organic geometry

Soft, anatomical curves keep the medical tone approachable rather than surgical.

The wordmark locks up in Poppins ExtraBold — even weight, generous tracking — so the symbol always leads and the name supports. It runs in mint-on-petrol as the hero lockup, and flips to petrol-on-mint for stationery and light applications.

Mark constructionGrid & curves

Embroidered scrubsApparel

03Colour System

Petrol for trust. Mint for relief.

Petrol Deep

#01485C

Primary · surfaces & type

Bazzi Mint

#4CB493

Accent · mark & highlights

Soft Mint

#7FCFA8

Support · shapes & states

Clinic Paper

#EBF6F2

Ground · light layouts

04Typography

Poppins

Aa Bb Cc Dd EeFf Gg Hh Ii Jj Kk LlMm Nn Oo Pp Qq Rr Ss0 1 2 3 4 5 6 7 8 9

Display

Poppins ExtraBold

Body

Poppins Regular / Medium

Character

Geometric · rounded · calm

05The Carousel

One continuous frame.

The launch set was built as a single seamless panorama — billboard, mark, wordmark and stationery flow into one another across five slides. Drag to move through it in order.

◄ drag ►

06Campaign

Outcome-led out of home.

“Relief Starts Here”01 / Poster

“Step Into Comfort”02 / Poster

Brand detail03 / Detail

07Voice

The messaging system sells the outcome — how the patient wants to feel walking out.

01Step Into Comfort

02Relief Starts Here

03Every Step, Cared For