For Earth First Medical and Veterans Only Healthcare, we created a bold and professional brand identity that establishes trust, clarity, and cohesion in a regulated industry while empowering accessible, alternative healthcare across Australia.
Earth First Medical and Veterans Only Healthcare approached us as a new entrant to the alternative medicine telehealth space, seeking a professional brand system that would give them the confidence to launch into a highly regulated industry. While Earth First Medical focuses on accessible, plant-based healthcare for Australians, its sister brand, Veterans Only Healthcare, provides tailored support for DVA cardholders navigating unique service-related health challenges.
A key challenge in this project was the strict TGA regulations around language and imagery. Terms such as “medicinal cannabis” could not be used, and visuals had to avoid any direct association with the industry. Our role was not only to design a compelling identity, but also to guide the client through compliance considerations—ensuring the brands could stand out while staying within guidelines.
Our creative direction blended two concepts: the natural warmth of plant-based holistic care and the accessibility of a modern digital-first healthcare service. For Earth First Medical, we designed a stylised leaf icon shaped as an “E”, creating a calm, approachable identity that balances innovation with natural care. For Veterans Only Healthcare, we developed a wreath-shaped “V” symbol, a respectful nod to service and dignity without relying on traditional or emotionally charged military motifs. Both identities were tied together through a cohesive typographic system, ensuring consistency across the umbrella brand.
The final deliverables included two distinct yet aligned logo systems, supported by a unified brand guidelines document that combined strategy, identity, and practical usage rules. This gave the client a scalable design system to support both internal teams and external providers as the business grows.
The outcome was a bold, modern brand identity that positioned Earth First Medical and Veterans Only Healthcare as professional, trustworthy, and accessible providers of alternative healthcare. The client praised the work and embraced the direction with minimal revisions, enabling a smooth rollout and a strong market entry.
This project stands out in our portfolio as a demonstration of creating depth and cohesion within a regulated medical industry, balancing compliance with creativity to deliver an unforgettable brand experience.
