The IIMH is the professional register for qualified medical herbalists in Ireland. A small organisation, but one with serious credentials and a story worth telling visually.
The brief was clear from the start. Clinical authority first. Irish identity second. Nothing that reads as wellness, herbal tea, or alternative therapy.
The logo draws on Ogham, the ancient Irish tree script. Written horizontally as it appeared in Irish manuscripts rather than carved vertically on stone. It sits quietly above the IIMH wordmark.
The brand is built to live across a professional register site, membership certificates, a Code of Ethics document, and formal correspondence. Every decision made with one question in mind:
Would a GP take this seriously?
The answer is YES.
Across the site I introduced ways for users to engage in new and different ways. One method was the simple addition of voting could
1. provide a means for users to send feedback about content
2. immediately engage users who were positively affected by the content, and were likely to convert to financial supporter
3. allow detractors a way to give feedback while establishing connection.
Engagement was steady at 12% of users voting (depending on content). 75% of detractors completed the short survey. 32% of supporters converted to donors (both first-time and repeat)