Brand Identity · UX/UI · Digital Experience
Healthcare
Practice
I developed a visual identity and digital experience for a private healthcare practice, creating a softer, more approachable alternative to traditional clinical branding.
Brand identity
Soft, approachable, feminine.
The client was a gynecology practice, so I deliberately avoided an overly clinical or sterile visual language. The identity combines a feminine silhouette with organic botanical forms and soft curves, to feel warm and human while remaining professional.
Warm brown and muted terracotta tones were used to move away from a traditionally clinical aesthetic and create a softer, more welcoming feeling.
- Soft
- Approachable
- Feminine
- Warm
- Reassuring
- Professional
Written retrospectively, from the identity I designed. I didn’t keep formal documentation of the logo process, so this page doesn’t show sketches, iterations or testing.
The identity
The logo I designed for the practice, with the palette taken directly from it.
The digital experience
I also redesigned the practice’s website: how it’s structured, how people move through it, and how the new identity shows up on screen. The screens below are reconstructed with placeholder content.
Information hierarchy
Deciding what a visitor sees first, and what sits a level down.
Navigation
How the site is structured and how people move through it.
Clarity
Keeping pages clear and easy to scan.
Patient-facing experience
Designing for the person visiting the site.
Visual consistency
One visual language across the site and the brand.
Brand into digital
Translating the new identity into a digital experience.
Working with the practice
I worked with the client and stakeholders to translate their business requirements into a cohesive brand and digital experience.
The practice isn’t named. The logo is shown with permission; the website screens are reconstructed with placeholder content.