Lacey Orthopaedics Brand Identity


Emma and Simon came to us when Emma was starting her private orthopaedic surgery practice.
Emma’s specialist interest is in hand and wrist surgery – first subspecialist with this interest ever in Southland – and predominantly she is interested in the regions south of Christchurch.
She believed hand and wrist injuries/disorders should be given as high a priority as other orthopaedic areas, especially in Southland, where it has been long neglected/ignored or people have had to travel far and wide to receive such service or received an outdated service locally, or had to wait so long that outcomes are much worse.

The Brief

Emma knew she wanted to get everything in terms of their identity and visual marketing nailed down in one place.
Whilst they knew what materials they wanted, i.e. business cards, notepads, letterhead, pens etc, their initial thoughts around the logo were also quite literal such as showing a hand and wrist, otherwise potentially the southern location.
After some discussion, they were happy to leave the creative up to us – and excited to see what ideas we could generate.


Emma had indicated from our client survey that elements such as Modern, Bold, Feminine, Clean, Subtle Flowing, Contemporary, Light, Sophisticated we important in the design.
The word “orthopaedics” was first published in a book in 1741 by Nicholas Andry. Within the text he illustrated the “crooked tree” which has become the symbol for many orthopaedic organisations around the world. Whilst we wanted to show the crooked tree tradition, we recognised it was somewhat generic, so we wanted to show this symbolism in a modern way.

The Outcome

Our “Crooked tree”, has 5 leaves attached to free flowing lines – representing the five fingers on a hand. The branches (tendons) flow down through a brace which forms a trunk (the wrist) by the L from Lacey, mirrored with extended lines to symbolise a foundation of strength, almost a connection to the land or the region – something synonymous with the Southland region.
We feel this logo is a perfect representation of what Emma and Simon were wanting – we’ve taken an idea so literal and represented it in an abstract, yet compelling way.