Light Blue Clinic – rowing heritage, modern identity

Challenge

The clinic’s reputation was strong, but the existing brand felt dated and didn’t reflect its elite approach to athlete care. The brief was to move the brand into a more refined, contemporary space without losing its connection to Cambridge rowing, and to create assets that would work across web, print, partners and campaigns.

‍

What we did

We developed a cohesive identity that balances performance with clinical calm—a modernised logo and wordmark drawn from rowing lines and movement, a visual language built around precision and rhythm, and a complete set of digital and print materials. To embed the new brand in reality, our in-house team shot film and photography on location in Cambridge, focusing on the clinic’s specialised methods, the discipline of its athletes and the link between science, sport and long-term performance. Every frame was created in-house so the clinic’s own story and environment lead.

Outcome

Light Blue Clinic now has a premium, athletic identity that still feels unmistakably Cambridge, supported by authentic film and photography. The new brand shows up consistently across web, social, print and presentations, giving the clinic a visual presence that finally matches the standard of its work.