Overview
Challenge
Rethink the brand experience for a primary care clinic to bring first-class experience into the fragmented healthcare sector and extend the brand into digital space.
Outcome
Launched with resounding success, Complete Concierge Care was able to cater to the high-end clientele while providing a smooth brand experience across all communication channels.
Company
Complete Concierge Care
Complete Concierge Care is a primary care clinic committed to providing the best healthcare possible for our patients. While striving for the highest level of professionalism, collegiality, and humanism in every aspect of our practice we are creating a personalized healthcare solution for our community.
Info
Role
Brand & Web Design
Team
Me
Engagement Length
1.5 months
Tools
Figma, Illustrator
Understanding the problem
Why are we doing this?
1
Business Side
In healthcare, time is an invaluable asset, and delivering an exceptional patient experience requires more than just medical expertise. The Complete Concierge Care team aimed to create a seamless, holistic experience where every staff member actively listens to patient needs, identifies potential barriers to effective care, and provides dedicated support to overcome these obstacles. Many patients and their families struggle to coordinate care on their own, which can lead to gaps in treatment and added stress. Complete Concierge Care’s mission is to ensure that excellence permeates every aspect of the patient journey—not only in medical interactions but in every touchpoint, reinforcing a culture where all team members are accountable for delivering the highest standards of compassionate, coordinated care. This approach is integral to achieving the team’s goal of a truly patient-centered healthcare experience.
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2
Customer Side
Patients are increasingly navigating fragmented healthcare systems, creating a pressing need for integrated solutions that enhance the patient experience. Stakeholders are recognizing that patients desire a holistic approach to care—one where they are not only cared for but also actively engaged in their health journeys. This necessitates a strategic focus on fostering patient-centric environments where individuals feel heard and empowered to overcome their health challenges. By prioritizing collaboration and communication across the continuum of care, we can drive meaningful improvements in patient satisfaction and outcomes.
Approach
Discovery
I facilitated a series of strategic sessions with the leadership team to define core themes for the branding initiative, identify target demographics, and assess primary market competitors.
Additionally, I completed a comprehensive audit of existing collateral, brand assets, and digital presence.
Defining Brand Archetypes
The brand archetype is the character of a brand: a live representation that is created taking into consideration all the nuances of the target audience and the brand’s concept. A character that the audience can relate to. Once the archetype is defined, you will now know how people will see, and comprehend the brand. You will know how the brand will sound, look, and behave in certain situations. You will understand its values, and views on life. Knowing an archetype allows you to create a full-fledged personality, and structure further brand strategy.
For Complete Concierge Care, the archetypes are:
Sage
The Sage wants to get at the truth by learning how the world is built. They analyze, structure, and then share everything they have found with their audience. They want people to understand the world better.
Caregiver
The Caregiver is an altruist, driven by the generosity and desire to help others. The brands of this archetype do not just serve, they analyze and take note of their client's needs and wishes.
Brand Guide
Logo
The logo design features three interlocking 'C's, symbolizing the seamless integration and connectedness of the brand experience. This arrangement not only reinforces the brand’s commitment to providing a cohesive, holistic service but also creates a sense of unity and reliability. The interlocking forms evoke a continuous, unbroken loop, suggesting trust and partnership, which are core values of the brand. This carefully crafted visual element serves as an iconic representation of the brand’s promise to deliver a connected and supportive journey for every client interaction.
Color
After presenting the client with a range of color palette explorations, we refined the selection to a deep, rich blue paired with a subtle, soft gray. This combination was chosen to evoke a sense of sophistication and luxury, aligning with the brand's aspirational positioning. The rich blue conveys trustworthiness and stability, essential for building credibility, while the softer gray introduces a touch of warmth and approachability. Together, these colors create a balanced, elegant aesthetic that resonates with the target audience, enhancing the brand’s appeal across digital and print applications.
Typography
We carefully selected a sans serif typeface to establish a modern, streamlined aesthetic that aligns with the brand’s values of clarity and approachability. This choice not only enhances readability but also ensures consistency and accessibility across all digital and print mediums. The clean lines and minimalist feel of the sans serif typeface make it adaptable to various screen sizes and devices, creating a seamless experience for users and reinforcing a professional, trustworthy brand image.
Web
Online Presence
The subsequent phase involved a comprehensive assessment of the brand's digital needs to align with strategic objectives.
Through a series of collaborative sessions, we engaged the leadership team to define the website's primary goals, ensuring alignment across stakeholders:
- Drive lead generation
- Educate prospective clients on the company's mission and values
- Introduce key medical professionals
- Provide ongoing support for existing clientele
To facilitate decision-making, the client was presented with three homepage and interior page mockups, illustrating the brand's online presence.
A full suite of desktop and mobile-responsive layouts was then developed to ensure a seamless user experience across devices, enabling Complete Concierge Care to effectively engage customers on their preferred platforms.
The outcome
From the Client
I had the pleasure of working with Sergey on a complete redesign of our company's visual identity, which included our logo, branding guide, and website. From the start, Sergey demonstrated remarkable professionalism and was incredibly easy to collaborate with. What stood out most was his ability to take my input and quickly craft a vision that perfectly aligned with our brand’s needs. He translated our ideas into high-quality, practical marketing assets that we now proudly showcase. I highly recommend Sergey to anyone looking for a creative professional who combines skill, efficiency, and a keen eye for detail.
