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BRAND | DIGITAL ADVERTISING
Pediatric Practice
Over the course of a year, my team and I were able to help evolve the brand and develop multiple digital campaigns for an expanding pediatric practice in South Florida.
ORIGINAL BRAND
The original brand book was developed to support the fundraising efforts to expand the business. Though that team created a lovely brand, they were so far removed from the actual business, so they created something that appealed to VCs and not to parents of small children.
EVOLVED BRAND
The brand we developed keeps the core aspects of the old brand, but we made tweaks to make it feel more friendly and fun. We made the secondary colors primary and added a color, as well as changed the tone of the photography standards.
NEWBORN CAMPAIGN
Through conversations with providers, we uncovered an important insight: many new parents—especially first-time parents—either aren’t heavy planners or simply don’t realize they need to have a pediatrician selected ahead of time. The campaign was designed specifically to connect with these overwhelmed, “figuring-it-out-as-they-go” parents in a reassuring, judgment-free way.
PHYSICAL CAMPAIGN
A major way that pediatricians get new patients is through the mandatory school, sports, and camp physicals. We developed a campaign targeting parents in need of this service.
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