Positioning men's holistic health in market

Three times as many men as women had not seen a doctor in the previous year.*

*A survey by the Commonwealth Fund revealed that three times as many men as women had not seen a doctor in the past year, with many men neglecting routine check-ups.

The Situation

Men often feel disconnected from general healthcare, which is frequently tailored to women, older adults, and families, making it feel generic and less relevant to their needs. Unlike women, who are more likely to prioritize health and seek regular care, men may downplay symptoms and avoid medical attention—a behavior influenced by traditional masculine ideals.

The Objective

To connect with young and middle-aged men seeking to embrace their well-being through naturopathic medicine, offering an authentic and engaging approach as a refreshing alternative to the often generic and conventional methods of healthcare.

Identifying Themes

It was crucial for the client to anchor their identity in their cultural background, specifically their country of origin: Barbados. I created a series of themes that not only linked Barbados to the brand but also enhanced and expanded upon that connection.

Stating the position

Brand Statement

By fostering self-care and self-discovery via a holistic health approach, we help our community cultivate resilience and vitality for a healthier, more fulfilling life.

Brand Character

A masculine-looking brand featuring subdued tones conveying health by movement via a selective use of dynamic imagery that resonates with young men.

Brand Purpose

Create a supportive, men-focused environment that empowers young men to explore alternative/complementary healing modalities.

Trident Naturopathic Clinic

is a newly established naturopathic clinic located in Toronto, dedicated to serving men in their 30s and 40s who are eager to enhance their health through natural and alternative methods. The clinic offers a holistic approach, empowering clients to explore various therapies and wellness strategies tailored to their unique needs.