Papaya Clinic
Illustration
Papaya Clinic is a multidisciplinary women’s-health clinic in Newtown, Sydney, offering an integrated approach to pelvic-floor care, hormonal balance, fertility support, pregnancy and postpartum recovery, menopause, emotional wellbeing and general musculoskeletal health. Their team blends physiotherapy, naturopathy, acupuncture, massage, psychology and clinical Pilates to support women through every life stage with collaborative, whole-body care. Read about Winnie Wu the founder and owner of Papaya Clinic by scrolling through our International Womens Day interview with her on our blog.
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Illustration
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Papaya Clinic:
Pelvic-health physiotherapy
Musculoskeletal physiotherapy
Naturopathy and lifestyle medicine
Acupuncture
Remedial, pregnancy and postpartum massage
Clinical Pilates and movement rehabilitation
Psychology and counselling
Women’s-health programs (perinatal, postpartum, menopause, pelvic floor)
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Womens Health Clinic
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Health + Wellness
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Initial concept and sketches to provide visual direction
1 x Landscape Illustration of women focusing on their health – can be self care, movement, just a scene illustration that represents the look
Brief, planning & handover meetings
5 key characters
1. Pregnant Women
2. Woman with newborn baby
3. Burnout hopeless female
4. Menopause
5. Therapist
7 illustrations showcasing different scenes of care, consider components of what Papaya Clinic services and the rest health program elements such as hybrid. These illustrations will be combination of some line artwork and full colour illustrations based on the creative inspiration.
Export artwork in dimensions relevant including file formats such as png, jpg, etc.
Illustrations bring the clinic’s programs to life, connecting with and empathising with target audience while showcasing Papaya Brand.
We developed thoughtful scenes and storytelling illustrations, plus spot illustrations that supports the Women’s Burnout Program, with the main purpose to strengthen brand awareness and build emotional connection with the target audience, women across different life stages and ethnicities, connecting with a broad local audience of women aged from their 20’s through to their 60’s. To clearly communicate a collaborative, hybrid care approach, helping people easily understand what is offered while inspiring them to invest in their health transformation.
The main considerations was how these illustrations will support the current brand identity and how we could expand it, whilst remaining complimentary. Looking at the colour and style of illustrations in particularly. It should evoke trust, authority, and a strong sense of community, while actively championing women’s empowerment.
Incorporating architectural features of the Papaya Health Clinic, such as the arches, Pilates equipment, and distinctive lighting, grounded the illustrations in a real, recognisable environment and association to the Health Clinic. This creates a stronger visual link between the program and the physical clinic, reinforcing brand consistency and authenticity. This connection supports recall, strengthens brand ownership, and helps women more easily imagine themselves within the clinic and the program, again deepening emotional engagement and reinforcing Papaya Health Clinic as the home of care, community, and transformation.
Deeply connecting in an emotionally resonate way with various women, across their different health journeys.
We began by exploring how to visually represent the Women’s Burnout Program, examining different visual analogies and brainstorming creative directions based on the program. Ideas were organised in a table/spreadsheet as well as visually sketched or mind-map to evaluate potential concepts and themes. We then created a main illustration that positions Papaya Clinic as the go-to health destination for women of all backgrounds and ages. This was complemented by targeted sub-illustrations, featuring a pregnant women, women with newborn, women experiencing burnout, menopause, and women with therapists, along with a set of six spot illustrations. Used across the website, digital platforms, and print collateral, these visuals communicate the brand’s values and services in a unique, engaging and emotionally resonant way, that builds connection to inspire women to actively engage with and invest in their health journey.