Objective
Notara needed a brand identity for their clinic practice management software, a product built around what clinic owners actually need and powered by AI. The challenge sat in that last detail. Although the software runs on AI, Notara wanted a brand that felt human rather than technical, reflecting the people-centred industry they serve. They already had a colour scheme and brand fonts in place, so our work had to build on those existing foundations.
Solution
We delivered a complete logo pack covering emblems, the full logo, wordmarks, and an icon. To keep the brand from reading as overly “techy,” we built the design around a serif typeface and set the brand name in lowercase throughout, giving it a softer, more approachable feel.
Our early exploration looked at icons tied to data, graphs, and insights, including eye motifs to suggest a clear overview of clinic performance. The client was drawn instead to something simpler: an “n” from notara placed inside an organic circle shaped from the brand’s “o.” That mark became the emblem, quiet and distinctive without relying on the visual shorthand people expect from software brands.
Alongside the identity, we created the first 90-day social media content strategy. We focused on problem-aware topics designed to resonate with Notara’s target market of founder-led clinics, developing typographic content around the everyday frustrations clinic owners recognise and positioning Notara as the answer.
Result
The brand gives Notara a presence that feels genuinely human in a category that usually leans hard into technology. The serif type, lowercase wordmark, and organic emblem set them apart from typical software identities, while the content strategy gives them a clear, ready-to-use voice for reaching founder-led clinics from day one.