The Australian Spine Registry (ASR) is a program run nation wide to assist surgeons and medical professionals. The ASR wanted to create a contemporary brand that would communicate professionalism and security.
The brand-mark was composed of small circles, reflecting collation and assembly of data, that formed together to create the "S-curve" of a spine. The graphic 'linkages' in the logo created a sense of connectivity and shared information. The brand work was expanded to include various printed and digital communications.