Mr. Mark Cullinan is a leading Melbourne based sub-specialist Surgeon with expertise in Upper Gastrointestinal (Oesophagus and Stomach) and Hepato-Pancreato-Biliary (Liver, Pancreas and Gallbladder) Surgery. He performs many of his procedures laparoscopically using a video camera, requiring very small incisions resulting in less scarring and quicker recovery.

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Mark's existing collateral was sterile and bland. He wanted his new branding to reflect the cutting edge surgery that he himself was capable of performing.  While his existing logo was 'refined', the new support imagery and styling was layered and detailed, symbollic of the levels of difficulty that he endures with his patients. Consequently new patient collateral was much friendlier and a softer style, to present a more personable and caring approach to a serious subject.