Brand identity and website
Working solo for six weeks, I built a primary care clinic’s brand, from archetypes and logo to color and type, then designed its website for desktop and mobile.
- Role
- Brand & Web Design
- Team
- Me
- Engagement Length
- 1.5 months
- Tools
- Figma, Illustrator
- 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.
Challenge
A primary care clinic wanted to bring a first-class experience to fragmented healthcare and carry its brand into digital.
Outcome
The clinic launched with one consistent brand across every channel, built for the high-end clientele it serves. In the client’s words, they now proudly showcase the marketing assets.
Why are we doing this?
Business Side
The clinic wanted every staff member to listen, spot barriers to care, and help patients past them, so excellence showed up at every touchpoint.
Customer Side
Patients increasingly navigate fragmented care. They want to be heard, engaged, and supported across their whole health journey.
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
I defined the brand’s archetypes first, so every later choice had a character behind it: how the brand sounds, looks, and behaves.
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 generosity and a desire to help others. The brands of this archetype do not just serve, they analyze and take note of their clients' needs and wishes.
Logo
Three interlocking C’s form one unbroken loop: a mark for the connected, reliable care the clinic promises.
Color
After a range of palette explorations, we chose a deep blue for trust and stability and a soft gray for warmth, an elegant pair that works in print and on screen.
Typography
DM Sans leads and Open Sans supports: clean sans serifs that stay modern and readable on every screen and in print.
Online Presence
With the leadership team, I set the website’s goals:
- Drive lead generation
- Educate prospective clients on the company’s mission and values
- Introduce key medical professionals
- Provide ongoing support for existing clientele
I presented three directions for the home and interior pages, then designed the full set of desktop and mobile layouts.
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.
Patrick HammChief Management Officer @ Complete Concierge Care