Reimagined Digital Experience & Visual Brand Identity
Brand Experience (Bx)
Content and Creative
Customer Experience (Cx)
Founded in 1996, MD² originated the model of concierge medicine, building a prestigious network of the country’s most accomplished medical professionals, and dedicating them to the care of just 50 families each. While most physicians divide their attention among thousands of patients, MD² recenters medicine on the relationship of physician and patient, creating a bond that protects and strengthens each member’s life and legacy.
Even though MD² originated the concept of concierge medicine, the space had become crowded in recent years. MD² needed to reassert its identity as a singular expression of the medical vocation. They sought a website, visual identity, and storytelling that reflected their remarkable purpose, sparking the emotional connection at the core of their vision.
To create an experience that goes beyond the typical website; something that is all at once an invitation, a calling card, and a portal that would resonate with all types of users whether they’re prospective or current patients, as well as prospective physicians.
An interplay of language and design that speaks directly to patients whose lifestyles require a tailored approach to medical care.
Visual and brand identity
BORN explored multiple visual solutions and themes to reimagine what medical care looks like and how it can support the brand’s main value proposition: To provide unparalleled, personalized medical care dedicated to just 50 families per physician.
A distinctive voice
BORN reimagined the digital experience as a conversation between the voice of a physician and their prospective patient. Framing the homepage as a conversation, rather than simply an “experience” enabled us to hone in on the most compelling aspects of being an MD² patient.