Gold Coast South Rehab
The Challenge
Cameron and Michelle Lillicrap approached us needing a brand identity and website for their new physiotherapy clinic in Coolangatta, Gold Coast South. With the clinic’s grand opening just three weeks away, we had to move fast to establish their online presence and create a cohesive brand that reflected their expertise and values.
Fortunately, having worked with Cameron and Michelle before, we had a strong understanding of their philosophy and approach to rehabilitation, allowing us to jump straight into conceptualising the branding.
The Branding Approach
The GCSR logo was designed to capture the essence of movement, strength, and location. The mark takes inspiration from:
- Muscles & movement – representing physiotherapy and rehabilitation.
- Waves – a nod to the clinic’s coastal location.
- A compass pointing south – reinforcing the Gold Coast South identity.
- Letterforms – subtly incorporating a G and C to tie into the name.
For typography, we selected a clean sans-serif typeface, which pairs seamlessly with the long clinic name while maintaining a professional and modern feel.
The colour palette follows a classic blue and white combination, aligning with both the medical field’s trusted aesthetic and the clinic’s beachfront setting. This choice also reflects Cameron’s philosophy of keeping things simple and effective.
The Website & Digital Presence
With the clinic’s opening approaching fast, the website was designed to be:
- Clear & functional – Easy navigation, featuring booking details, team bios, and services.
- Optimised for visibility – Taking advantage of existing search traffic from the previous clinic’s domain purchase.
- A strong first impression – Ensuring credibility from day one as the team launched in a new market.
By integrating booking functionality and detailed staff information, we positioned GCSR to immediately capture potential patients searching online.
The Outcome
Once the brand identity and website were completed, the GCSR team seamlessly extended their new identity into signage, business cards, and uniforms—creating a consistent and professional brand presence across all touch-points.
With a strong foundation in place, Cameron and Michelle are now set to grow their practice on the Gold Coast. We’re excited to see their continued success as they establish themselves in the community!
Check out the live site here.
