Common Place

The client

Common Place is a new independent primary healthcare clinic currently taking shape in Seddon, in Melbourne’s inner west.

The clinic brings general practice, allied health, specialist services and pathology together under one roof, with a focus on inclusive, affirming care, accessibility, community and environmental responsibility.

And the ambition extends beyond what happens in the consult room. The founders are working with architects and healthcare construction specialists to create a sensory-considerate and thoughtfully designed physical space, with the patient, practitioner, community and planet all considered from the beginning. The clinic is due to open in 2027.

The brief

Common Place came to us with something we love: a very good business plan and a very clear idea of the kind of healthcare practice they wanted to build. What they didn’t have was the brand.

We were brought in early to develop the brand strategy, name, verbal identity and visual identity, then turn those foundations into a go-to-market plan for the clinic’s pre-launch, launch and early growth.

Rather than branding a finished space after the fact, we had the opportunity to work alongside the thinking already happening across architecture and interiors, so the physical clinic, brand and patient experience could feel like parts of the same idea.

The goal was a healthcare brand that felt inclusive without being performative, progressive without becoming polarising, and professional without defaulting to cold, clinical category codes.

The impact

Common Place hasn’t opened its doors yet. That’s kind of the point.

Instead of waiting until the fit-out is finished to think about the brand, the founders have built the business, space, identity and launch plan together.

They now have a name that can grow with them, a strategic position, verbal and visual brand codes, and a marketing roadmap designed to start building trust before the first patient walks through the door.

There’s still plenty to come when Common Place opens in 2027. And the foundations are already doing their job.