Responsive Desktop & Mobile Site
To the Point Acupuncture
An acupunture practice that combines traditional technique with Western knowledge.
To the Point Medical Acupuncture and Energetics is a newly established acupuncture practice located in Albany, CA. Practitioner Dr. Judy Hennessey integrates her decades of experience as a physician with her skill as a healer to provide wholistic treatment for the body and mind.
Dr. Hennessey needed a brand and website to inform potential clients about her new business. Acupuncture can be intimidating to many people, so our goal for To the Point’s brand and website design were to create a comforting and welcoming atmosphere.
Responsibilities: Branding, Copywriting, Website Design, Business Card, Advertising Leaflet
With the goal of creating a safe, welcoming environment in mind, I set about establishing To the Point’s branding. I chose a set of cool colors that are commonly associated with health, nature, and healing. Rounded fonts and shapes also contribute to feelings of comfort. I purposefully avoided using sharp fonts/shapes that could be reminiscent of acupuncture needles, as new clients could be nervous about this aspect of acupuncture.
THE
BRAND
Color Palette
Logo
Heading Font: Acumin Pro
Body Font: Poppins
The logo takes inspiration from the yin-yang (or taijitu) symbol, which represents the Chinese philosophical concept of complementary forces that balance each other. Acupuncture is a traditional Chinese medicinal practice that aims to balance the body’s flow of energy, so this concept of balance is crucial. Acupuncture also relies on the idea of “the four flowers,” each of which represents a significant point on the body. Dr. Hennessey cited “the four flowers” as highly important to her practice and the art of acupuncture, so I decided to incorporate this idea into the logo as well (hence the flower-like shape of the logo and its four “petals”).
Before we settled on the final logo, I presented Dr. Hennessey with a series of ideas and iterations, including the following:
To further emphasize the idea of To the Point as a provider of natural healing, and develop the soothing feel of the brand, I used images of foliage, trees, and flowers. I matched the established color palette by focusing on dark greens and purples.
The Editing Process
BEFORE
AFTER
➤ Headline image added
➤ Book now button
➤ Text broken into sections with headings
➤ Increased number of images
➤ Enlarged scheduling button
Scheduling button
Knowing that Dr. Hennessey wants clients to read her instructions before scheduling an appointment, I initially placed the scheduling button towards the bottom of the page. I later realized I should add a link to the scheduling tool further up the page to let return clients book sessions without having to scroll all the way down. I also added a disclaimer informing clients that they should read the page before attending their session.
Furthermore, I enlarged the scheduling button at the bottom of the page for emphasis and to draw the user’s eye. I also changed the wording of the button from “book an appointment” to “schedule your session” to better match the page title.
Breaking up the text
My initial design for the scheduling page featured a long chunk of text alongside a singular image. I decided to make the text easier to read and more inviting by breaking it up into organized sections with clear headings. I also added in more images to further separate the different sections and make the page more visually engaging.
Mobile About Page
Mobile Location Page
