New South Medical
Project Scope
Branding
Web Design
Logo Design
Social Media Design
Email Marketing
New South Medical is a distinguished medical clinic based in Georgia specializing in on pain management entrusted me to create a responsive website, logo, and comprehensive branding to reflect their commitment to patient care and well-being.
In crafting the logo and branding, I undertook research, generated concepts, and ultimately refined a design that encapsulated a sense of modernity, professionalism, and warmth, aligning closely with the client's desires. Responding to the client's specific request for a gradient plus sign, I incorporated this element into the design to meet their preferences. The overall branding strategy extended to establishing a cohesive color palette, typography, and style guide for enhanced consistency.
Social Media Designs
When working on New South Medical's social media designs using Photoshop, I focused my efforts on using large, bright and vibrant photos to grab attention that maximized the visibility and impact for the target audience. For images requiring text, I made sure the message was concise and straightforward, making it easy for viewers to understand.
With posts that had a call to action, such as scheduling annual check-ups, I added a gradient blue overlay matching the New South Medical logo's shape to help establish a consistent visual across content and reinforce brand identity. To make the scheduling prompt stand out, I used a vibrant green color. This intentional color contrast was designed to consistently draw the viewer's attention and encourage them to follow through with scheduling their annual check-ups.
Motion Design
I also worked on a few motion designs for New South Medical’s social media platforms. As the sole designer for this project, I conceptualized the overall visual look and brought the videos to life through animation using After Effects.
Email Campaign Designs
I had the chance to craft the email newsletter campaigns, opting for a sleek approach by replacing the gradient present in previous graphics with a solid color background. This change not only streamlined the design but also heightened the focus on crucial information within the newsletter. I used the blue shade for the background, aiming to captivate the audience, and introduced a darker contrasting green background elements to enhance visual appeal and introduce variety to achieve a more pleasing aesthetic. This slightly darker green complements our bright green, commonly used in buttons and headers.
Website Design
I was responsible for both designing and developing New South Medical's website. Utilizing my expertise in Webflow, as well as HTML, CSS, and Javascript, I initiated the design process with a simple wireframe. Through effective communication with stakeholders, I successfully transformed the concept into a fully functional product. The finalized website empowers consumers to schedule appointments, submit referrals, and access information about the available treatments.
In creating the website, I opted for a dark blue background as the primary color, a choice that seamlessly extended to our social media graphics. This decision was deliberate – dark blue not only provides a visually soothing experience but, following extensive competitive research, aligns well with the conventions of the medical field. The incorporation of the green from our logo into our call-to-action buttons serves a dual purpose: it creates a contrast against the dark blue backdrop and maintains brand consistency.
While the website's header font diverges from that used in both social media and print graphics, this discrepancy is a result of specific client preferences. Despite this, it's noteworthy that the body font on the website aligns seamlessly with both the social media graphics and print materials, ensuring a cohesive brand identity.
Due to the importance of user engagement of scheduling an appointment at the clinic, I placed multiple calls-to-action throughout the website that allowed them to do just this. This intentional design ensures that, regardless of the visitor's location on the site, they are consistently prompted to schedule an appointment or contact the clinic. This deliberate placement significantly contributed to higher conversion rates, affirming the effectiveness of a user-centric design approach.
