“Connecting ancient Chinese Medicine whilst showcasing contemporary values.”



  • Brand Strategy
  • Brand Revolution
  • Logo Design
  • Corporate Collateral

Jam&Co were tasked with creating a revolutionary brand for the Australian Acupuncture & Chinese Medicine Association (AACMA). AACMA is a professional association that endeavours to support its members by advocating and advancing Chinese medicine at any opportunity – from the public, universities, health funds and government.

The new brand needed to reflect AACMA’s connection to the ancient wisdom that is Chinese Medicine whilst also showcasing the contemporary values and continuous advancement of learning that is critical to AACMA.


The chosen concept was one that creates a unique brand mark through symbols. Each symbol has a purpose that speaks to the brands belief of Life in Harmony. Red is a strong colour in Chinese culture so it was a natural fit for the branding, we then introduced a deep navy which brings an essence of modernity and professionalism to the design.

The brand was then rolled out onto several pieces of corporate collateral including business cards, email sign-offs, accreditation certificates and a corporate letterhead.