The Institute for Specialized Medicine and Intervention (ISMI) provides underserved people in the medical community—women, trans and pediatric patients—with compassionate, state-of-the-art treatment. HOK designed the interiors and branding of its new radiology clinic focused on women’s health and wellness.
ISMI’s pillars of care, dignity and hope inspired the design. Based on the invasive and emotional nature of some procedures taking place in the clinic, our design creates a calming environment. Soft, neutral colors and a minimalist design evoke a spa-like environment that puts patients at ease. Biophilic elements such as living plant walls promote healing.
The clinic features advanced technology that provides earlier and more accurate diagnostics for patients.
HOK’s experience design team branded ISMI’s clinic and materials to support the patient experience, making it feel more like a trip to the spa than an oncology clinic. The branding and graphics are maternal, confident, intimate and warm.
The ISMI logo’s organic lines create a hand-drawn feel. The silhouette portrays a confident, positive body position, while the stem of sage leaves symbolizes healing and hope. The logo and ISMI letterform seamlessly incorporate two languages, French and English, for its different patients.
Speaking to the intimate nature of treatment offered at the clinic, the natural linework in the logo extends to the rest of ISMI’s branding and space. The illustrated hands depicted on the walls reference ISMI’s sensitivity to human emotions that can be overlooked, including anxiety, tenderness and strength.
Combined with ISMI’s holistic healing approach, the entire space provides a soothing experience that sets the Institute apart from other clinics.