A nurse with an MBA and a successful career driving clinical research strategy for the medical device industry’s big players, Karen Roberts has an unique skill set – and an entrepreneurial streak. To launch her consulting practice, she needed a dynamic business name and visual identity that would resonate with medical manufacturers, researchers, clinicians, venture capiltalists and industry entrepreneurs alike. The name Ars Clinica, literally ‘The Clinical Arts’, reflects the sophistication, discernment, and vibrancy with which Karen approaches her work. The logo has a strong sense of focus and goal orientation, balanced with organic shapes to express her creativity and interpersonal skill. The colors are energizing and professional, the fonts a blend of formal and conversational. From the moment you meet Karen, you know her brand of ‘enlightened clinical strategy’ is right on the mark.