Dr Cindy Mak

The Client

Dr Cindy Mak is one of Sydney’s leading breast cancer surgeons. In mid-2019, she reached out to Amadeus in need of refreshed branding and a new website that reflected her ethos and professionalism, and housed all of the information that new and existing patients required when faced with a breast cancer diagnosis.

The Brief

Visual Identity, Copyediting, Branded Photography & Website Design

Cindy had a website which was last refreshed in 2010. A lot’s changed since then in the land of the internet, and whilst the site was certainly functional, it had the potential to tell a better story about the incredible work that Cindy does, and her empathy and professionalism as a surgeon.

The most obvious opportunity to leverage her brand image lay in capturing some up-to-date imagery of Cindy and her team, both at her Newtown practice and at the RPA Hospital, where she performs surgery. To this end, I reached out to Kiren le Flaneur - a wonderful Sydney photographer whom we’ve worked with before.

The Creative

Not wanting to flog the already massively utilised ‘breast cancer pink’ that saturates the dialogue around breast cancer, we created a colour palette which warmly referenced it, whilst being ably supported by a periwinkle blue (reminiscent of Cindy’s medical scrubs!) and an earthy neutral brown.

An important part to the new website lay in the messaging, and taking what Cindy was currently using, and sharpening it up into bite-sized chunks which would likely answer all of the questions and concerns any future patients may have. I’ve known Cindy for a while, and I also felt it was really important to communicate her warm, down-to-earth personality with incisive testimonials and a tone-of-voice that reflected her.

Also important was a clean new interface for the many media articles, TV and radio appearances that Cindy undertakes as part of her work.

The Result

Cindy was thrilled - both with the result, but also with the capability to manage ongoing tweaks and updates to her website herself via the use of Squarespace’s easy-to-use content management system.

See a little of our work together below: