A different model for healthcare needed a different kind of healthcare brand.
Drs. Kat and Travis Hudon founded Pinnacle Wellness around a model that works outside the constraints of traditional insurance. The opportunity was compelling, but also unfamiliar. Before prospective patients could see its value, they had to understand what Pinnacle was, how it worked, and why it might be right for them.
Building Trust from the First Impressions
The identity needed the credibility of a healthcare practice without feeling institutional or clinical. We developed a visual system spanning identity, typography, color, photography and iconography, then carried it through the website and into the physical experience.
The website became one of the most important expressions of the brand: explaining Pinnacle's approach, introducing its services and physicians, and helping prospective patients move from curiosity to care.
From Screen to Practice
he system extended across signage, event materials, collateral, social, promotional materials and merchandise, giving the growing practice a consistent presence wherever patients encountered it.
ROLE
Creative Direction · Brand Strategy · Identity · Art Direction · Web Design · Digital Experience · Environmental · Social · Collateral
The Brand of her Own
Dr. Kat Hudon is a physician, speaker and thought leader whose work extends beyond Pinnacle. She wanted an identity of her own, one that could carry her voice across speaking engagements, books, essays, digital and whatever came next.
I explored a personal brand built around her point of view, balancing the authority of a physician with something warmer, more individual and distinctly hers.
