We were tasked with branding and launching Dr. Smith’s new and innovative medical practice inspired by the modern woman. To emphasize the individualized care and her advocacy for her patients, everything needed to convey a sense of warmth and hospitality to set it apart from the typical medical experience. The scope included a brand identity system, dynamic web experience, marketing collateral, and social presence.

Dr. Smith’s affinity for Charleston, SC is what lead to the name of her practice and drove the design inspiration for the brand. The dynamic logo system features a narrow house shape drawn from the single-home architecture seen throughout Charleston. Using a nuanced, primary typeface with thicks and thins helped convey a warm, boutique feel. Use of white space and palm shadows throughout the design brought a sense of serenity to the brand while also harkening back to the spirit of Charleston.

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