Docs Dermatology Group is a national network of dermatology practices bringing together regional clinics under one trusted name. As Creative Director, I partner with executive leadership to shape creative strategy, brand management, and the digital patient experience, with the goal of driving patient acquisition, retention, and long-term brand growth.
The work began with brand architecture strategy: determining how legacy practice names, local reputations, and a new national brand could coexist without losing the equity each had built. From there, I designed the logo mark and visual identity system, then developed the guidelines and tools that let every location look and feel like part of the same family. To support national expansion, I defined a repeatable framework for bringing new practices into the fold, making future acquisitions faster and more consistent.
On the digital side, I led the identity system and guidelines, and the website strategy for every tier of the brand: 23 affiliate launches and migrations, a new Ohio brand site, and the corporate rebrand, all built with SEO in mind. I also direct the brand's original photo and video, including a provider photoshoot that replaced stock imagery, a headshot program for 300+ providers, and a campaign video promoting a new service line.
Client — DOCS DERMATOLOGY GROUP
Services — Creative direction, Brand architecture & strategy, Logo mark & identity, Website & UX design, SEO, Copywriting, Photo & video creative direction
*Creative & art directed video.