New Health Clinic Branding

A comprehensive brand identity redesign to modernize patient experience and establish trust in the digital healthcare space

MY ROLE

Lead Brand & UX Designer

TIMELINE

12 weeks (Q1 025)

TEAM

Jan-Apr 2025

TOOLS USED

Healthcare / Wellness

TOOLS USED

KEY DELIVERABLES

✓ Brand strategy & positioning

✓ Visual identity systeM

✓ Design system & component library

✓ Marketing website redesign

✓ Patient portal UI designs

THE CHALLENGE

Poor Online Visibility

PEAC Health is a newly established wellness clinic located just outside of Toronto, offering a range of health services. Since opening in August 2024, the clinic has been steadily growing its team and expanding its service offerings. However, their existing digital experience was fragmented across multiple platforms with no cohesive design language, leading to patient confusion and reduced trust

MY PROCESS

5-Phase Approach

PROJECT OBJECTIVES

Goals & Success Metrics

Working closely with clinic leadership, we established clear objectives that would guide the rebrand and provide measurable outcomes. The new brand needed to honor the clinic's heritage while positioning them for future growth.

TARGET AUDIENCE

Persona Spectrums

Fact-based personas were developed by analyzing the clinic’s data records and patient trends on our Jane scheduling application

Emily Thompson – The Busy Professional (Realistic).png

George Williams – The Retired Senior (Extreme #2).png

USER JOURNEY MAPPING

Activity Flows

Mapping how different users would discover and interact with the website

Primary Goal: Appointment Booking

For a wellness clinic, the journey often begins with a search that directs users to the website's landing page. Here, we recognize the importance of strategically placing call-to-action buttons (e.g., “Book Online,” “Book Your First Session”) throughout the site to optimize conversions for all possible scenarios. The consistent CTA prompts encourage engagement and guide users towards the Jane Booking system

INFORMATION ARCHITECTURE

Site Map

Designed a clear, logical site structure that prioritizes user and business goals

Content Inventory

A quantitative content audit was conducted using an organized Excel spreadsheet. Each piece of content was systematically listed along with key metadata (title, description, content type, intended user journey, etc.) to ensure clarity, consistency, and strategic alignment with the site’s goals.

DESIGN SYSTEM

Branding

A comprehensive design system to reflect our brand values, tone and who we want to be perceived as. This ensures brand consistency and enables rapid iteration across all digital touch points.

LOW-FIDELITY DESIGN

Key Screens

Iterating through collaboration

Design is never a solo process. Although I was the only UX/UI designer for this project, I worked closely with the clinic owner and digital marketing agency for team decisions & feedback to ensure we were on the right path. We used WhatsApp for regular updates, weekly Google Meets Video meetings for important communication, and Figma threads for design QA

ITERATIONS

The priority frdihn focus was making it effortless for users to take action — whether they were ready to book, researching services, or just exploring.

Highly visible CTA buttons and strategically placed button links were placed throughout the site to ensure that booking a session or engaging with the clinic is always just one click away. The inquiry form was also designed to help connect with potential clients, especially those who might have questions before booking.

HIGH-FIDELITY DESIGN

Bringing the Iterations to Life

Before launch, I worked closely with the dev team to QA over Figma to get down to the nitty gritty details and ensure the design was consistent & aesthetically pleasing to eye

REVISIONS