MDVIP
Brand
Website Design
Collateral
Marketing Materials
Signage
Brief
MDVIP had grown into something remarkable—an innovator of a healthcare model fundamentally different from anything else in the market. But the brand presentation hadn't kept pace with that evolution. The opportunity wasn't just a visual refresh; it was to finally give the brand the tools to communicate what makes MDVIP exceptional in a way that resonates, uniquely, with the many audiences it addresses. Our task was to reimagine the messaging, visual identity, and how the brand shows up across every touchpoint. And to make five letters carry the full weight of what MDVIP has become.
Solution
We kept the primary color for recognition but evolved it, extending the palette with derived tones and complementary colors. Then we built a system to use color strategically. Patients, physicians, and employers all visit the site looking for different things. Color helps clarify and creates a more tailored experience for each. The logomark solution came from linguistics: prosody (rhythm & intonation), emphatic stress, phonetics. We created a wordmark that uses implied visual cadence to guide verbal cadence. It flattens any literal interpretation of those five letters. The result? A wordmark that reads not like an acronym but a single name.
MDVIP
Brand
Website Design
Collateral
Marketing Materials
Signage
Brief
MDVIP had grown into something remarkable—an innovator of a healthcare model fundamentally different from anything else in the market. But the brand presentation hadn't kept pace with that evolution. The opportunity wasn't just a visual refresh; it was to finally give the brand the tools to communicate what makes MDVIP exceptional in a way that resonates, uniquely, with the many audiences it addresses. Our task was to reimagine the messaging, visual identity, and how the brand shows up across every touchpoint. And to make five letters carry the full weight of what MDVIP has become.
Solution
We kept the primary color for recognition but evolved it, extending the palette with derived tones and complementary colors. Then we built a system to use color strategically. Patients, physicians, and employers all visit the site looking for different things. Color helps clarify and creates a more tailored experience for each. The logomark solution came from linguistics: prosody (rhythm & intonation), emphatic stress, phonetics. We created a wordmark that uses implied visual cadence to guide verbal cadence. It flattens any literal interpretation of those five letters. The result? A wordmark that reads not like an acronym but a single name.
MDVIP
Brand
Website Design
Collateral
Marketing Materials
Signage
Brief
MDVIP had grown into something remarkable—an innovator of a healthcare model fundamentally different from anything else in the market. But the brand presentation hadn't kept pace with that evolution. The opportunity wasn't just a visual refresh; it was to finally give the brand the tools to communicate what makes MDVIP exceptional in a way that resonates, uniquely, with the many audiences it addresses. Our task was to reimagine the messaging, visual identity, and how the brand shows up across every touchpoint. And to make five letters carry the full weight of what MDVIP has become.
Solution
We kept the primary color for recognition but evolved it, extending the palette with derived tones and complementary colors. Then we built a system to use color strategically. Patients, physicians, and employers all visit the site looking for different things. Color helps clarify and creates a more tailored experience for each. The logomark solution came from linguistics: prosody (rhythm & intonation), emphatic stress, phonetics. We created a wordmark that uses implied visual cadence to guide verbal cadence. It flattens any literal interpretation of those five letters. The result? A wordmark that reads not like an acronym but a single name.
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