Hand-drawn line illustration of a medical secretary at the front desk of QMC

Queenstown Medical Centre brand illustrations

Illustrations that put empathy at the heart of healthcare

Client
Queenstown Medical Centre

Creative direction
Brent Courtney | Brand Matter

Category
Brand illustrations
Custom illustration
Website icons

With medical centres across Queenstown in New Zealand, QMC wanted to rebuild trust, reconnect with their community and encourage more enrolments after the pandemic.

Working with creative director of Brand Matter on the QMC rebrand, I was brought on board to create a full suite of hand-drawn hero and spot illustrations that feel personal and approachable.

The goal was to highlight the relationships between staff and patients, and portray sensitive services in a friendly, human way.

These illustrations now feature across the website and social media, giving the clinic a warm, professional and distinctive look that really connects with its community.

Hand-drawn line illustration of a man cooking healthy food

Hand-drawn line illustration of a nurse pushing a man into emergency in a wheel chair

QMC_Illustration-DB_Cervical Screening.png

QMC_Illustration-DB_Vasectomy Clinic.png

QMC_Illustration-DB_General Practice.png

QMC_Illustration-DB_Menopause Clinic.png

QMC_Illustrations_Fracture clinic - accident.png

QMC_Illustrations_Musculoskeletal clinic.png

QMC_Illustrations_Trusted partner in health.png

QMC_Illustrations_Contraceptive clinic.png

QMC_Illustrations_Australian medical.png

QMC_Illustrations_Updates for patients.png

QMC_Illustrations_Fracture clinic - get back to it.png

QMC_Illustrations_Health improvement.png

Hand-drawn line illustration of patients and doctors and nurses interacting in a circle

The beauty of illustration is that it isn’t dependent on stock imagery or costly photoshoots. This makes it ideal for portraying more sensitive services like cervical checks or sexual health.

— Brand Matter

The illustration process:

Rough ideas and compositional sketches to get an idea of the characters and what they’re doing.
Refined concept sketches to bring the characters and details to life (sent for client review).
Linework drawn from signed-off concepts into final vector artwork for handover to the client.

Hand-drawn line illustration of a mom looking at her calendar for a cervical screening

“The biggest visual shift came from working with Amy.
Together, we developed a suite of hero illustrations to reflect the trusted relationships the clinic has with its community, along with spot illustrations representing each of their services.”

— Brent Courtney, Creative Director of Brand Matter

Illustrations that put empathy at the heart of healthcare

With medical centres across Queenstown in New Zealand, QMC wanted to rebuild trust, reconnect with their community and encourage more enrolments after the pandemic.

The illustration process:

“The biggest visual shift came from working with Amy. Together, we developed a suite of hero illustrations to reflect the trusted relationships the clinic has with its community, along with spot illustrations representing each of their services.”

Marras Wines — Wine label

Instinctive Bite — Packaging Illustration

“The biggest visual shift came from working with Amy.
Together, we developed a suite of hero illustrations to reflect the trusted relationships the clinic has with its community, along with spot illustrations representing each of their services.”