Next Practice Deakin is a modern medical clinic focused on delivering a New Kind of Care. Care that is focused on wellness, care that is enabling, coordinated, compassionate, respectful, comprehensive and responsive to individual needs.
Around the City
As part of a broader push to increase visibility and reach within the Canberra community, the Next Practice team wanted to trial an alternative marketing campaign—starting with something simple but impactful: the back of a local bus. I designed a large scale graphic for this year-long campaign. The goal was to translate their caring, modern identity into a format that could catch eyes in traffic, on foot, or from across the street.
What?
While digital campaigns, word-of-mouth and mailbox drops have been strong for the clinic, broader visibility in the community was a missing piece. The back-of-bus ad offered a chance to build brand awareness, reaching new audiences in a way that feels familiar but still stands out. It was about meeting people where they are—on the move.
Why?
I collaborated closely with Next Practice Deakin to develop and test two creative concepts for the campaign—one led by imagery, the other by messaging. While both elements are core to the clinic’s existing brand approach but this marketing format required us to think differently. We carefully considered factors like audience, viewing time, readability, and placement in the city. Ultimately, we landed on a message-driven concept that was minimal yet striking, future-proof and tailored to a fast-glance, high-traffic environment.