Ophthalmology Clinic Opens Elevated Medical Spa
Kalon Medical Spa bridges the gap between medical precision and aesthetic rejuvenation, creating a serene space where clients can embrace their inner and outer beauty.
Our agency has been crafting customer-focused marketing with a special focus on experiences for nearly 20 years as Matt Jensen Marketing.
We’ve grown from a solo operation into a robust agency with wide-ranging skills and a focus on excellence in process and experience. Our work is recognized in the ophthalmology and nonprofit industries, and it was time for our brand to more clearly reflect our industry expertise and share the wide range of services we offer clients.
Our new name, Mend Join Make, is a beloved trio of words we’ve used internally for several years. It represents our creative process and symbolizes our growth from a one-person operation to our multi-talented, thoughtful team.
We have a clear vision for work at our agency: mend what already exists, join our clients’ knowledge with our industry expertise, and make new work that’s rich with meaning. These principles guide us as we serve clients in the ophthalmic industry, the nonprofit sector, and other purposeful fields.
Our values are reflected in every visual, voice, and interaction within the new brand.
Before rebranding, our clients knew we specialized in the ophthalmic industry and nonprofit sectors, but it needed to be more clear on our website and other public communications. Our new brand clarifies our areas of expertise, while leaving room for any client that’s engaged in purposeful work. As we defined our brand, meaning became the clear throughline. MJM was created to help purposeful organizations accomplish good work, and that core value has remained as we’ve grown. We did a complete overhaul of our brand, crafting new visual standards and writing copy that’s rooted in our refreshed strategic position.
MJM’s color palette evokes joy and boldness, grounding the brand with the same thoughtful energy we provide to clients. Our primary color, Blaze Orange, is the energetic centerpiece for our visual identity. Charcoal Gray complements this with a strong, steady presence. Blueprint speaks to precision and strategic thinking, while Sequoia Green captures the depth we layer in to every project. Headlamp Gold brings warmth and a sense of discovery, and Harvester Red evokes resilience and purposeful work.
Together, these colors create a cohesive palette that nods to the welcoming, thoughtful spirit central to MJM’s brand.
The two primary body typefaces, Libre Franklin and Literata, were chosen for their clarity and legibility. Accent typefaces add another layer of energy and vintage flair to collateral, such as social media posts, and merch.
The Melted Grid adds visual texture without being representational, which is the perfect match for our work across differing industries. Blocks in the grid melt together, joining to fluidly fit in a wide variety of layouts. The Melted Grid goes beyond helpful visuals, establishing a group structure within a layout, creating icons specific to each team member, and functioning as framing for collage imagery.
Each team member has a personalized Melted Grid icon. This fosters a sense of ownership and individuality within the broader MJM identity. These icons can be showcased across the website, brand apparel, and various brand touchpoints.
The updated brand voice communicates our experience and curious approach with warmth and clarity. You might catch some winks to ophthalmology if you look closely!
Kalon Medical Spa bridges the gap between medical precision and aesthetic rejuvenation, creating a serene space where clients can embrace their inner and outer beauty.
Since 2016, MJM has been helping Make-A-Wish South Dakota & Montana share the impact of their work with a newsletter magazine.
After establishing their identity, MJM has continued to support The Gathering Well as they grow and adapt to better serve their community.
Peer-to-Peer Academy unites experts in ophthalmology and optometry through unplugged conversations rooted in real-world experience.