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Bernice Ebenezer
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ICTIM Brand Refresh — From Generic to Clinical The Irish College of Traditional and Integrative Medicine needed its visual identity to match the institution it actually is. Academically rigorous, clinically grounded, and accredited. The original palette of navy and amber gold read as informal and inconsistent with the repositioning the brand needed.
The new palette centres on Ultramarine as the primary brand colour, with Dark Cyan as a secondary accent. Both colours signal precision and credibility to a healthcare professional audience, replacing the warmer, more casual tones of the original site. Inter was selected as the sole typeface across the site, PDFs, and all brand materials for its legibility and clinical neutrality.
A brand guide should be documented covering colour usage, typography, voice and tone, and UI components, giving the institution a single reference point for every future decision.
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