The diagnostic imaging industry often faces challenges around patient trust, technological complexity, and the need for clear, accurate results. Focus Diagnostic Imaging responds with a forward-thinking approach grounded in clinical excellence and compassionate care. By streamlining workflows and offering advanced imaging solutions, Focus is redefining what patients and healthcare providers can expect from a diagnostic centre.

When developing Focus’s identity, we aimed to embed the idea of imaging at its core. We introduced a brand mark inspired by a camera lens to reflect the precision and detail that define their services. Its circular form conveys clarity, while the sharp lines reinforce a sense of professionalism. This logo became a strong symbol of Focus’s dedication to accuracy and trust.

In a healthcare environment, colour choices play a significant role in how patients feel. We selected a calming combination of blues and greys to create a sense of reassurance, supported by subtle accent tones that add vitality. This balanced palette helps communicate both approachability and expertise, aligning with Focus’s commitment to empathetic care.

Clarity in communication is critical in clinical settings, so we chose a sans serif typeface that prioritises legibility. Whether on signage, digital interfaces, or printed materials, this typeface ensures messaging is easy to read. Paired with the lens-inspired logo, the typography reinforces a modern and approachable brand identity.

Once the visual foundation was established, we applied the lens concept and colour scheme consistently across various touchpoints. From patient brochures and online portals to in-clinic signage, each element reflects the same sense of precision and comfort. This cohesive system supports Focus’s promise of patient-centred imaging, ensuring that every interaction with the brand delivers a consistent experience of clarity and care.