BC College of Family Physicians

Reimagining the public identity of family medicine in British Columbia.
Brand Design | Website Design

After years of collaboration with the BC College of Family Physicians, Wall On The Fly was selected through a competitive blind RFP process to lead the organization’s visual rebrand and digital redesign during a pivotal moment for family medicine in BC.

The engagement included logo design, visual identity development, website design, social campaigns, environmental graphics, and communications systems — helping establish a more contemporary and emotionally resonant public-facing identity for the organization.

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Approach

While the organization’s broader strategic direction was already established internally, Wall On The Fly focused on translating that strategy into a cohesive visual and communications system centered around advocacy, connection, and the long-term impact of care.

At the center of the identity was the “Ripple Effect” — a graphic language inspired by the expanding influence of family medicine within families, communities, and the broader healthcare system.

The identity system extended across digital, environmental, and administrative applications, including the design of a new website developed in collaboration with web developers to support advocacy, member communications, resources, and public engagement.

Outcome

The resulting platform helped reposition BC College of Family Physicians with a clearer, more contemporary identity capable of balancing professionalism, advocacy, accessibility, and human connection during a period of significant transformation within primary healthcare in British Columbia.

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