Great Southern Specialist Centre

The Great Southern Specialist Centre (GSSC) is a multi-disciplinary state-of-the-art health facility that services the Great Southern and surrounding community through the provision of timely access and a high standard of quality care to patients.

GSSC approached dcdesign to create clean, modern branding for the Centre, providing a visual link the local region whilst avoiding any medical clichés ("no stethoscopes!"). After exploring several conceptual directions, dcdesign focused on researching flora endemic to the Great Southern region, and developed a series of brand marks based on stylistic representations of the flowers of three local plants - Southern Cross, Quandong, and Glowing Kunzea.

Southern Cross was finally chosen for its unique cruciform shape. The resulting brand mark is a subtle allusion to the cross symbol traditionally associated with medical services and health care, whilst the four arms of the cross with smaller floral shapes contained within represent the varied specialist medical services coming together in one place to serve and care for the local community. The brand mark was teamed with distinctive diagonal typography to create a bold logo for the Centre and a sub-set of three logos for the types of services provided there, and applied to a range of external and internal signage, business stationery, medical forms and marketing materials, as well as large-format plasma-cut steel screens positioned at the entry to the Centre.

Photos: Will Marwick / Donna Cameron