Full brand identity, logo and website for Mr Siong-Seng Liau, a private consultant surgeon specialising in gallbladder, liver and pancreatic surgery in Cambridge.

The mark reads as CGC at first glance, the initials of the Cambridge Gallstone Clinic, but there’s a second idea built into it: the circular break in the line is the universal power symbol, echoing what the surgery itself does, restoring a patient’s health, quite literally switching things back on. That idea carries through the rest of the identity, a navy and gold palette that reads as considered rather than clinical, and a website built to state credentials and case history plainly, so trust is established before anyone’s even picked up the phone.