Brand & Identity Design | The Australian Shoulder Fellowship

The Remit

The Australian Shoulder Fellowship, an Australian Orthopaedic Association-accredited program, provides specialist training in advanced arthroscopic shoulder surgery and shoulder arthroplasty. The program attracts fellows from across the globe, many of whom relocate to Brisbane for the two-year fellowship, sometimes even choosing to settle in Australia permanently.

As they prepared to launch a new website, the Fellowship required a distinct and elegant brand identity that:
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✔ Fostered a sense of community among past and present fellows
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✔ Incorporated references to Brisbane, reinforcing the city’s role in the experience
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✔ Differentiated from traditional medical branding, moving away from clinical, overused design motifs
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✔ Conveyed elegance, prestige, and care, aligning with the expertise and professionalism of the Fellowship
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To ensure the branding was strategic, meaningful, and visually impactful, the Australian Shoulder Fellowship partnered with LimeHub, a leading brand agency, to leverage Brander—our proprietary brand governance tool—in developing a data-driven brand identity.

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Our Solution: A Strategic, Elegant Brand Identity

At LimeHub, we understand that branding should be as intentional as it is visual. By leveraging Brander, we developed a refined and symbolic brand identity that:

• Reflected the Fellowship’s prestige and medical excellence
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• ‍ Honored the journey of international fellows who relocate to Brisbane
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• ‍ Created a strong yet flexible visual foundation for future brand applications

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1. Brand Development Using Brander

To ensure a structured and objective branding process, we used Brander to:

• ‍Define key brand attributes—balancing elegance, prestige, and warmth
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• Analyze differentiation from other medical fellowships, ensuring uniqueness
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• ‍Gather insights into visual preferences, ensuring the final identity aligned with both audience expectations and brand purpose

By using Brander, we eliminated subjectivity and ensured that every color, shape, and design decision was backed by data and strategic insights.

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2. Logo & Visual Identity Development

Using insights from Brander, we created a refined and meaningful brand identity:

• ‍Organic, Flowing Logo Design – The soft shape follows the natural curve of a neck and shoulder, subtly reinforcing the Fellowship’s specialism in shoulder surgery.
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• Bougainvillea-Inspired Color Palette – Instead of using stereotypical medical blues and greens, we introduced Brisbane’s iconic Bougainvillea hues, reflecting the vibrancy and warmth of the tropical city.
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• Elegance & Prestige – The typography and layout were designed to exude sophistication, setting the Fellowship apart from traditional medical institutions while reinforcing its global reputation for excellence.

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The Outcome: A Brand That Captures Community, Excellence & Place

Through strategic brand development and data-driven design, LimeHub delivered a brand identity that:

• ‍Fosters a Sense of Community – A brand that reflects the international nature of the Fellowship and the strong bonds formed among fellows.
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• ‍Differentiates from Traditional Medical Branding – A unique, elegant aesthetic that moves away from the sterile, clinical look.
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• ‍Celebrates Brisbane as a Destination – The Bougainvillea-inspired branding reinforces the connection to the city that welcomes fellows from around the world.

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Looking for a Strategic Brand Identity That Reflects Your Mission?

Your brand should be as unique and meaningful as the work you do.

At LimeHub, a leading brand agency, we use Brander to create data-driven, scalable brand identities that resonate with audiences and markets.

Explore our Brand & Identity Design Services or learn more about Brander.

Let’s build a brand that captures your story. Contact us today.

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