Sydney Institute of Traditional Chinese Medicine was established in 1984. It focuses on promoting the development of Traditional Chinese Medicine in Australia through a high-standard qualification curriculum. The client had a demand for a new visual identity that could meet the established brand identity. In this project, we helped SITCM implement branding design plus website design & development.

Nexty conducted in-depth research about the brand philosophy, establishing a professional, traditional, educational and service-driven brand positioning. The new brand identity made SITCM a contemporary education institute. The radial icon composition gave the brand an uprising, challenging and cooperative characteristic. The shape of a Chinese medical scale conveyed and understanding towards Chinese culture in the negative space. The blue and white combination was in line with the authoritative medical education.

The website is the major portal towards the public, so we used various visual elements extracted from the established brand visual system, guaranteeing consistency for online and offline platforms. The gradient colour effect on the navigation bar worked well with the geometrically grayscale patterns on the background, combined with the traditional Chinese visual elements, emphasising the unique yet modern brand characteristics. In addition, the functions such as calendar, online course application, knowledge database with huge online textbook resources, boosted the user experience while helping the traditional institute to build up the online strategy in the era of digital world.