Healthcare: Convenient MD

Making high-quality healthcare more accessible to everyone.

ConvenientMD is New England’s leading urgent care provider, dedicated to delivering the best medical care and patient experience throughout Maine, New Hampshire and Massachusetts. They offer treatments for injuries and illnesses, on-site COVID-19 testing, X-rays, labs, minor procedures, IV fluids and more.

With their facilities expanding rapidly, ConvenientMD sought a comprehensive refresh of their brand. This included updating their visual identity, refining their tone of voice, and revamping their seasonal campaigns. They also required a significant overhaul of their website to align with the new brand direction and enhance user-friendliness, alongside updates to all advertising, collateral, social media, and signage. Additionally, ConvenientMD planned to introduce a new service, ConvenientMD Primary Care, which required strategic support for its rollout.

Client
Convenient MD

Agency
WE ARE BRIGADE

Stack
Figma, Adobe, Zeplin, Google Analytics, Zoom

Team Credits
Elena Valenzuela-Stookey, Kathryn Slater Donahue, Matthias Roberge, Kristin Roy

Awards
Transform Awards, Best Brand Evolution & Best Visual Identity (2024)

Background

My Role

I took over the project in the middle of a brand refresh phase. Loose band guidelines had begun to be developed, with the understanding that they would need to be solidified as we moved forward.

Up to this point, the project had no clear leadership role (and as such, was being passed off from designer to designer) and suffered from a lack of consistency – and the client was starting to notice. My role was to step into this project in a leadership position, to bring consistency back to the brand, to push the visual guidelines to have even more impact, and most importantly – to regain confidence with the client.

Taking a look at what had been done so far, I noticed that there was a lack of flexibility, particularly in image treatment: all images were to be headshots, which would be cut out and dropped into a border element with the logomark. There were no rules surrounding what combination of colors the background, border treatment, and logomark should use, and when.

Furthermore, legibility issues became apparent when dropping the ConvenientMD logo onto some background colors.

Brand Exploration

Solving the Visual Style

In order to solve the problem of the inflexible visual style, I explored several options that would remain consistent with the brand, but push the overall look and feel while also introducing more flexibility. The solution allowed for many different photography options — not just cut-out portraits.

I also explored color, and developed guidelines explaining when to use which combination of colors. We leaned on distinguishing the type of care (primary, emergency, virtual, etc) with different color treatments.

The solution I arrived at was accessible and flexible — made to work on any medium, whether it was a mailer, poster, billboard, social media, webpage, or app.

Web Exploration

Research

The client asked that I look at the overall user experience of their website and make recommendations on what could be improved.

I was able to leverage the following methods to gain insights to user experience and pain points:

  1. Reviews

  2. Google analytics

  3. Competitive analysis

  4. Heuristic evaluation and website audit

Web Exploration

Information Architecture and Wireframe Mockups

I focused my efforts on the main ConvenientMD landing page – both what it would look like, and what features and functions would be clearest and most easily implemented (like patient portal, or scheduling virtual care appointments).

I also looked deeply into what the information architecture of the page should be so that the website would be easy to browse and find information. 

The Solution

A Flexible Visual Style and Refreshed Web Presence

Under my direction, my team was able to successfully address the initial lack of consistency and direction in ConvenientMD's rebranding.

We were able to refresh their website and improve the user experience, in addition to rolling out a more flexible visual style that we applied to several brand elements like billboards, digital ads, and mailers.

Ensuring a unified brand for ConvenientMD's continued growth.

My goal was to help ConvenientMD evolve into a holistic healthcare brand by creating a more human-centered identity and to re-establish brand cohesion. We moved away from the cold, clinical feel of their previous branding, transforming their checkmark logo into a friendly, personified figure and using a softer color palette.

This new approach created a warmer, more approachable brand and led to significant business outcomes. The client saw a 214% increase in website traffic, a 60% conversion rate of urgent care patients to primary care services, and a six-point boost in their Net Promoter Score (NPS). Additionally, the rebrand energized the internal team, leading to a 35% increase in traffic to the careers page. The success of the rebrand was recognized with two North American Transform Awards for 'Best Visual Identity' and 'Best Brand Evolution (Business).'