The Healthy Digital

Case study · 2022 · Anonymised

An acupuncture clinic whose Instagram needed to feel like the treatment room

An acupuncture clinic. The job was an Instagram strategy and a feed designed as a whole, not one post at a time.

  • ClientAcupuncture clinic
  • Year2022
  • ScopeInstagram strategy, Visual design

The challenge

Acupuncture is hard to show well on Instagram. Close-ups of needles in skin can put off someone who has never tried it, and generic spa photos make a clinic look like every other wellness account.

So the account needed a look that feels calm and clinical at the same time, and a plan for what to post, so the grid does not depend on inspiration.

What we did

  1. Wrote the Instagram strategyWhat the account is for, who it speaks to and which kinds of post do which job.
  2. Set the visual systemA quiet palette of white, stone grey and one warm taupe, used on every tile.
  3. Planned the grid, not single postsDesigned as a whole feed: treatment moments, texture and still life, and typographic tiles in a repeating rhythm.
  4. Showed the treatment gentlyHands, cups and single needles on white, instead of close-ups on skin.
The planned Instagram gridEighteen tiles in three columns. Treatment moments, still life and typographic tiles repeat in a planned rhythm, in white, stone grey and one warm taupe.treatment momentstill life, texturetype tile3 kinds of tile,1 palette,planned 18 at a time
The feed, drawn as a diagram so the clinic stays anonymous.

Result

A complete strategy and a planned feed the clinic could keep posting to.

How it was measured. The deliverable was the strategy and the feed design. Follower and enquiry figures from after the handover were not recorded with this studio, so none are claimed.

  • The feed is shown here as a diagram, not a screenshot, so the clinic cannot be identified.

This client is not named because they have not given written permission. Every client on this site is named only with that permission. The details that would identify them, such as the brand name, the location and screenshots of the work, are left out on purpose.

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