Foot Art: Medical Experience
Is a premier educational program designed for healthcare professionals specializing in foot and ankle orthopedics and traumatology, as well as fellows in Foot and Ankle Surgery and seasoned subspecialists. The program’s purpose is to provide advanced, comprehensive training in addressing complex foot deformities and conditions. Backed by Aware.doctor, the initiative includes the creation of medical branding, a cohesive graphic identity, and all communication elements for the program, establishing a strong, unified image recognized on an international scale.
In 2025, we embarked on the ambitious task of crafting the identity for Foot Art: Medical Experience. The objective was to encapsulate the spirit of a medical field that is both technically demanding and artistically nuanced, where surgery of the foot and ankle becomes a form of art. This led to the development of an identity inspired by the visual synthesis of the ankle — symbolizing minimalism and precision, and reflecting the elegance of abstract art alongside the intricacy of minimally invasive surgical and osteotomy techniques for the foot.
The project’s brand image was developed through close collaboration between the medical team, lead by Dr. Fabian Romero, and the creative team at Aware.Doctor. They designed a streamlined, straightforward graphic structure that highlights the stylized form of the ankle, effectively conveying crucial ideas: precision, excellence, clinical sensitivity, and technical progress.
The branding was structured around three main pillars:
Brand strategy: Defined the unique values that set the program apart, including a strong focus on surgical artistry, groundbreaking educational approaches (such as lectures, clinical case reviews, bone model sessions, live surgeries, and digital tools), and a global network of mentors.
Verbal identity: Developed a communicative style that emphasizes the intersection of medical proficiency and artistic insight, framing learning as a transformative endeavor.
Visual identity: Centers on a minimalist ankle icon, supported by a refined color palette and details that blend both medical tradition and scientific cutting-edge.
Foot Art: Medical Experience provides an unparalleled learning journey, featuring everything from real clinical case analysis to immersive “Operating room or live next door” experiences. The program seamlessly fuses technical precision with human touch, using medical branding to turn each decision and every detail into a true work of art dedicated to foot and ankle wellness.
