Reimagined Digital Experience & Visual Brand Identity
Industry
Healthcare
Services
Brand Experience (Bx)
Content and Creative
Customer Experience (Cx)
Background
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.
Brief
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.
Goals
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.
Approach
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.
Refined user experience
To balance functionality with a premium look and feel, we approached utilities with considerations of user experience, SEO, and visual identity. For example, the two-fold Location page gives users the best possible CX to effortlessly find locations while capturing more relevant geo-locational results in organic SEO.
A conversation with the founder
To highlight the unrivaled care and expertise MD² offers, we met with the founder Dr. Howard Maron for a deep conversation to distill the practice’s guiding ethos, values, and principles. The result differentiated the brand from its competition with a strong mission and rich legacy.
Solution
BORN conducted a creative discovery with key MD² stakeholders, including the organization’s founder. These conversations focused on values and core differentiators that set MD² apart from all other medical practices; a central theme reinforced in new content and visual branding.
Outcome
BORN created an experience that “unfolds” before a reader’s eyes, guiding them through a compelling narrative woven through vertical and horizontal scrolling. Underscored through a subtle color palette, timeless graphic design, and fluid motion graphics, the new MD² experience came to life.
Long-term value
MD² has an experience that is unlike any other created for a medical practice. The organization now has a digital calling card that captures the resonant and personal relationships it fosters between physicians and their patients.
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.
Brief
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.
Goals
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.
OUR APPROACH
BORN brought the shopping experience to life by removing friction throughout the purchase flow to increase conversion and decrease returns. The team’s approach included implementing flexible designs, updating the brand story, customizing the product detail page, creating two adaptable category landing page templates and designing loyalty rewards landing page.
SFCC ACCELORATOR
BORN leveraged Arctic Fox, a proprietary SFCC accelerator, to implement flexible designs with speed.
BRAND STORY
BORN updated the client’s homepage content to tell the brand’s story while letting customers discover products and learn more about what sets them apart.
BOPIS Integration
The team customized the product detail page with BOPIS capabilities to best illustrate relevant product variants and purchasing options.
Landing Page Templates
BORN created two adaptable category landing page templates that highlight product details and fits and accommodate existing and future assortment needs.
Loyalty Rewards
The team designed the loyalty rewards landing page, sign up/sign in flow, and redemption experience to inspire excitement and repurchasing for all customers.
Shopping Experience
BORN streamlined the shirt buying experience by designing a PLP page with filters that direct users to “their” perfect shirt.
BORN Group is an agency and consultancy reimagining brand experience design, product and visual identity for world-class organizations.
Transform your brand with an award-winning agency.
Creating a memorable brand experience requires an exceptional strategy built on user research. By combining experience strategy, marketing solutions, and digital transformation, we’re a top branding agency that delivers aspirational brand experiences to our clients across all touchpoints.
Our services include brand strategy, visual design, brand identity exploration, and more for digital products, mobile apps, and physical products.
Research and testing is a critical component of our branding strategy. Our research practice helps brands develop a deeper understanding of what motivates their target audience, while testing helps spark innovations and validate creative solutions that’s true to your brand.
Uniting marketing with technology to drive innovation.
Technology Strategy sits at the core of what we do, from product roadmaps to platform selection. BORN will guide you to create the best possible technology stack to fit your current and future business goals for your brand. Our experts are certified across all major platforms, and with over 15 years of consulting expertise, we’re able to align your technological requirements with the best solution to create an optimal brand experience.
Any brand that isn’t constantly evolving with technology is competitively behind. Our Business Transformation practice supports our full technology stack, leveraging emerging technologies and innovative process design to help your brand grow.
Reimagined Digital Experience & Visual Brand Identity
Industry
B2C
Fashion
Retail & Consumer Products
Services
Brand Experience (Bx)
Commerce Enablement
Customer Experience (Cx)
Background
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.
Brief
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.
Goals
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.
Mobile-first approach
Cross-device capabilities ensured a consistently engaging experience.
Giving users the power to interact with the brand whenever, and however, they liked was integral to emphasizing Fastrack’s modern appeal.
OUR APPROACH
BORN brought the shopping experience to life by removing friction throughout the purchase flow to increase conversion and decrease returns. The team’s approach included implementing flexible designs, updating the brand story, customizing the product detail page, creating two adaptable category landing page templates and designing loyalty rewards landing page.
Immersive PDPs
Thoughtful UX and visual design allowed users to get up close and personal with products, effortlessly guiding them through the path to purchase.
future-proof development
Modernized page templates enhanced the flexibility of the site as the brand continues to expand its offerings.
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.
SFCC ACCELORATOR
BORN leveraged Arctic Fox, a proprietary SFCC accelerator, to implement flexible designs with speed.
BRAND STORY
BORN updated the client’s homepage content to tell the brand’s story while letting customers discover products and learn more about what sets them apart.
Reimagined Digital Experience & Visual Brand Identity
Industry
B2C
Fashion
Services
Brand Experience (Bx)
Innovation
Research
Strategy and Consulting
Background
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.
Brief
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.
Goals
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.
Solution
BORN provides Condé Nast with a 24/7 production model, coupled with CITO, its bespoke collaborative publishing solution. This combination enables Condé Nast the flexibility it needs to coordinate creative input from various sources to produce the final content. CITO enables real-time review, annotation, and approval by all key stakeholders.
Outcome
The final output from BORN encompassed print, digital, and online editions. BORN provides ongoing, high-quality color retouching, design, and page make-up services. These are all channeled through its proprietary flat-plan production solution, CITO.
Long-Term Value
BORN’s long-standing relationship with Condé Nast made us the perfect, go-to agency of record for all Condé Nast premium publications.
Reimagined Digital Experience & Visual Brand Identity
Industry
B2C
Retail & Consumer Products
Services
Brand Experience (Bx)
Customer Experience (Cx)
Innovation
Background
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.
Brief
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.
Goals
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.
OUR APPROACH
BORN brought the shopping experience to life by removing friction throughout the purchase flow to increase conversion and decrease returns. The team’s approach included implementing flexible designs, updating the brand story, customizing the product detail page, creating two adaptable category landing page templates and designing loyalty rewards landing page.
Solution
BORN provides Condé Nast with a 24/7 production model, coupled with CITO, its bespoke collaborative publishing solution. This combination enables Condé Nast the flexibility it needs to coordinate creative input from various sources to produce the final content. CITO enables real-time review, annotation, and approval by all key stakeholders.
Outcome
The final output from BORN encompassed print, digital, and online editions. BORN provides ongoing, high-quality color retouching, design, and page make-up services. These are all channeled through its proprietary flat-plan production solution, CITO.
Long-Term Value
BORN’s long-standing relationship with Condé Nast made us the perfect, go-to agency of record for all Condé Nast premium publications.
Reimagined Digital Experience & Visual Brand Identity
Industry
B2C
Travel & Hospitality
Services
Brand Experience (Bx)
Service Design
Background
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.
Brief
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.
Goals
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.
Mobile-first approach
Cross-device capabilities ensured a consistently engaging experience.
Giving users the power to interact with the brand whenever, and however, they liked was integral to emphasizing Fastrack’s modern appeal.
OUR APPROACH
BORN brought the shopping experience to life by removing friction throughout the purchase flow to increase conversion and decrease returns. The team’s approach included implementing flexible designs, updating the brand story, customizing the product detail page, creating two adaptable category landing page templates and designing loyalty rewards landing page.
Enhancing the Booking Experience
Users were met with a seamless booking experience, allowing them to quickly and easily book their next adventure with the hotel.
