City Step Podiatry
Designing modern healthcare branding for a welcoming, energetic podiatry office in Downtown Chicago.
Project scope
Naming consultation
Branding
Website design
City Step is strengthening Chicago with integrative and innovative podiatry treatment.
Dr. Alison Young, DPM is passionate about helping active Chicagoans get back on their feet. She sets the tone of City Step’s practice with a warm, problem-solving attitude that makes patients feel immediately understood and put at ease.
We began with a consultation to help Alison land on the name “City Step” and tagline “Step into your strongest self" for their cheerful, positive, and welcoming tone. We then designed a brand and website that position City Step as a modern practice, set apart from norms in medical branding like footprint logos and outdated website designs.
We designed the logo to represent positive momentum and the downtown Chicago location, then created a full brand identity system to capture an active, welcoming, open, and positive energy.
Logo symbolism
C
To make the business name more memorable, we created an iconic ‘C’ to represent this Chicago based, city brand.
Steps
The steps go up in the shape of a ‘C’ to represent how City Step helps patients stride towards their goals for an active life.
skyline
From the side, the lines look like the silhouettes of skyscrapers, a nod to the convenient downtown location.
Color & typography
The color palette was inspired by high-end activewear brands—energetic and athletic, but in an elevated way.
The mix of typography styles feels friendly, professional, and a little bit sophisticated.
An intuitive healthcare website design
We designed the City Step site to be informative, professional, and easy to navigate, making it simple for new patients to book their appointment.
