2014-2020 https://praxisholistic.ca/
Brand Identity
“PRAXIS” is a word of Germanic origin meaning knowledge creation through active experimentation and was the ethos of the clinic. “Holistic” was preferred over “alternative,” which is a distancing, maligned word. The tagline of Wellness the Natural Way re-enforced a commitment to upholding the Hippocratic Oath through “non-invasive” therapies.
A “X” logo was designed from Navajo patterns by Sherif Taalab.
This was adapted to a vector logo paired with the Cassanet typeface. Gradually a garish combination of turquoise, gold, and purple on the original website was improved to shades of turquoise on beige.
Clinic Interior
The empty office was renovated for our clinic in 2014. I setup most of the furniture and electronics thereafter.
Business Cards
The business cards went through several iterations, eventually settling on this light and dark version in 2016.
Supplementary products were explored, including gift bags and herb grinders (which we got in trouble for….we were missing the required shell corporation/franchising deal ;))
Forms
Whenever possible I optimized forms for consistency and usability, including merging several newer adjunct forms into the unified Patient Assessment Form to minimize annoying redundancies like writing your contact details several times.
Website
The website was redesigned for various reasons, but it was looking quite spiffy in 2017, with a welcoming video.
Social Media
Although social media was underutilized, PRAXIS had a Twitter which captured some earlier moments from conferences.
Research Posters
I co-authored several articles and posters on for conferences across Canada and Europe. This included secure data collection, analysis, visualization, layout, printing, and presenting.
More of this research is still available on praxisholistic.ca and ResearchGate
Clinic Closure
In June 2020, my most significant mentor, friend, and favourite doctor, Dr. Henry Moller passed. This permanently ended the clinic we had developed, which had been temporary closed during the first wave of the pandemic. Almost 10k charts were collected, organized, and inventoried by yours truly before being transferred to a secure facility for patient retrieval. During this period I also assisted with communication and preparing other clinic assets for liquidation.
I am eternally grateful to Dr. Moller for taking so many chances on me (across several time zones and languages) and entrusting me with the most responsibility I have experienced in a team environment and in my career. This was deep learning in the dawn of a budding industry and scientific field and was probably still worth diverting from my program at OCAD University for. I remain curious how far we could have taken PRAXIS with a less final reckoning.
