The Bristol Practice
A private health clinic in the heart of Bristol that treats wellbeing as a journey, not a destination.
Their approach goes beyond short appointments or symptom-based care, focusing instead on continuity, lifestyle and long-term health. From annual health screens to regular reviews, the emphasis is on building trusted relationships and helping patients make lasting changes in how they live.
Our role was to create a brand identity that reflected this philosophy. The challenge was to strike the right balance: contemporary enough to feel fresh and forward-thinking, but trustworthy enough to resonate with their audience of high-earning professionals. We developed a mark and visual language that combined clarity with a human touch, subtly connected monogram, refined typography and warm, lifestyle-led imagery. The result is a healthcare brand that feels personal, credible and genuinely connected to life in Bristol.
Practice means progress
The challenge
The Bristol Practice needed a brand that felt both contemporary and trustworthy. Their audience was younger, high-earning professionals who wanted more from private healthcare, something connected, collaborative, and human. The challenge was to resonate with this group while standing apart from the cold, overly clinical image often associated with traditional healthcare brands.
The approach
We developed an identity built around an interlinked B and P monogram, symbolising connection and the idea of health as an ongoing journey, not a fixed destination. Supported by lifestyle imagery, from outdoor pursuits to moments of exploration, the brand shifted private healthcare into a more aspirational space, while staying grounded in Bristol’s culture and community.
The outcome
The result is a brand that blends authority with relatability. It sets The Bristol Practice apart from conventional providers, positioning them as a trusted partner in health who understands modern lifestyles and inspires patients to see wellbeing as part of a bigger, more active journey.
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What we did
Brand positioning
Brand positioning is about defining where a business sits in its market, the space it occupies in people’s minds.
For The Bristol Practice, this meant moving away from the cold, clinical image of traditional healthcare and creating a more human, connected alternative. We positioned them as a contemporary, trustworthy practice for younger, high-earning professionals, reframing health as an active journey, rooted in Bristol’s culture and lifestyle.
Identity design
Identity design is how a brand shows up visually, the symbols, imagery and design choices that bring it to life.
At the heart of The Bristol Practice identity is an interlinked B and P monogram, representing collaboration and continuity. To reinforce trust - a cornerstone of healthcare branding - we housed the logo within a circular roundel, echoing the feel of a stamp, seal or kite mark. This mark gave the brand an official, reassuring quality while still feeling modern. Paired with lifestyle imagery of outdoor pursuits and exploration, the identity balanced authority with aspiration, setting the brand apart from the sterile aesthetics of traditional healthcare.
Copywriting
Copywriting sets the tone of voice, how a brand sounds and speaks to its audience.
For The Bristol Practice, we developed a style that was active, engaging, and optimistic. The language centred on discovery and progress, “finding your path,” “a shared journey,” “pro-active not reactive”, echoing the idea that health is something lived every day. Warm, transparent copy helped build trust while inspiring patients to see their wellbeing as part of a bigger journey.
Marketing materials
Marketing materials are where strategy, design and copy come together to connect with people.
We created a set of adverts that paired aspirational lifestyle imagery with health-focused wordplay. Headlines such as “Discover your peak health” were matched with climbers reaching a summit, reinforcing the journey-not-destination mindset. These materials positioned The Bristol Practice as both aspirational and accessible; healthcare that fits modern, active Bristol lives.
Copywriting plays a vital role in any brand - we focused on reflecting a proactive approach to health, not just reacting to problems, but encouraging people to see wellbeing as a journey. Using a dynamic tone and language tied to discovery and adventure, the words worked hand-in-hand with the lifestyle imagery to tell a story of possibility, energy and forward motion.
We helped The Bristol Practice to source images in from royalty free libraries. In the same way we would Art Direct a commissioned photoshoot, we curated a set of images that feel like they are part of the same shoot, while avoiding a costly outlay.
Combined with the copywriting we achieved a tone that was aspirational, yet down to earth.
Henry Hardy, The Bristol Practice