Mood Meets Healing for Acupuncture.Blue
Acupuncture.Blue is a Traditional Chinese Medicine practice rooted in the belief that healing begins when the body is understood as a connected whole. The practice blends centuries-old acupuncture techniques, customized herbal therapy, and modern physiological understanding to support patients seeking relief from pain, recovery from illness, and renewed emotional balance.
The project began as a rebuild and evolved into a more comprehensive rebrand. The previous site was highly text-driven and informational, prioritizing content clarity but leaving room for a stronger sense of atmosphere and emotional connection. The new experience introduces atmosphere and personality, transforming the website into an experiential space rather than a purely informational one.
Branding
The visual direction centers on deep blues and dark teal tones inspired by water and depth, encouraging stillness and focus. Elegant modern serif typography anchors the experience, reinforcing the connection between ancient practice and contemporary expertise.
Imagery
Full-bleed imagery plays a central role in shaping the emotional tone of the site. Deep ocean visuals introduce movement and continuity, reinforcing themes of flow, renewal, and internal balance that mirror Traditional Chinese Medicine itself. An opening section layered with subtle motion evokes drifting water. Parallax scrolling throughout the site adds gentle movement as visitors progress.
Structure
The structural approach focuses on guiding visitors through an unfamiliar medical modality. Traditional Chinese Medicine can feel abstract to new patients, so the content hierarchy was carefully shaped to feel natural and approachable. Alternating straight edges with organic, wave-like shapes reinforces the interplay between structure and flow, echoing the balance between science and tradition at the core of the practice.
