CASE STUDYWagner Integrative Health
Role: Branding + UX/UI Designer and Director
Date: December 2021 - October 2022
Tools: Photoshop, Illustrator, InDesign, Squarespace
Project Overview
Wagner Health, a forward-thinking integrative medical practice, sought a comprehensive rebrand to better reflect its holistic approach to patient care. The goal was to create a cohesive visual identity and digital presence that resonated with both existing patients and a broader audience seeking integrative health solutions.
Research
Competitive Analysis
Our audit of integrative health brands revealed a major opportunity: most competitors relied on generic wellness imagery and lacked a strong identity. Wagner Health had the chance to stand out with a brand that felt authentic, professional, and patient-centered.
Empathy Mapping
Through conversations with patients and staff, we found that:
Patients wanted clear, accessible information about services.
Staff felt the branding and website didn’t reflect the level of care they delivered.
Everyone wanted a brand experience that felt trustworthy, modern, and easy to navigate.
Brand and Website Transformation
Research showed that the old brand and website weren’t just outdated — they were misaligned with Wagner Health’s values.
We reimagined both to:
Highlight the integrative, whole-person approach to care.
Build trust through modern, approachable design and clear messaging.
Create a streamlined, user-friendly website that made it easy for patients to find information, schedule appointments, and engage with the practice.
Handout uses previous branding for Dr. Lynn Wagner.
Redefining the Brand
The old Wagner Health brand felt disconnected from the clinic’s mission, lacking the clarity, professionalism, and warmth that patients and staff experience firsthand. We saw an opportunity to redefine the brand with a more intentional, human-centered identity.
Our approach focused on creating a clean, modern, and minimal aesthetic that reflected the integrative nature of Wagner Health’s care.
Key elements of the new brand included:
Color Palette: A soothing blend of neutrals, soft earth tones, and classic black to create a calming, trustworthy atmosphere.
Typography: A mix of Kepler Standard (elegant and timeless) and Montserrat (modern and approachable) to balance tradition with innovation.
Visual Tone: Minimalist layouts, thoughtful white space, and authentic imagery that highlight care, connection, and clarity.
Brand Voice: Clear, confident, and compassionate, making complex health information feel accessible and empowering to patients.
This redefinition created a strong foundation for every touchpoint, from the streamlined website and updated print materials to the clinic’s interior, ensuring a consistent and elevated brand experience.
The Website Redesign
A major focus of the rebrand was reimagining Wagner Health’s digital experience. We redesigned the website from the ground up to create a cleaner, more intuitive journey for patients, while aligning the visual aesthetic with the clinic’s new modern and minimal brand identity.
Key improvements included:
Streamlined Information Architecture: We simplified navigation and restructured content, making it easier for patients to find services, meet providers, and access resources without confusion or overwhelm.
Expanded Service Offerings: We introduced a new section dedicated to Wagner Health’s expanded suite of aesthetic services, allowing patients to easily explore treatments and book appointments online.
Modern, Patient-Centered Design: Every page was designed with a clean layout, generous white space, and an intuitive flow that naturally guides patients toward key actions like booking consultations or accessing the patient portal.
Mobile Optimization: The site was fully optimized for mobile devices, ensuring a seamless and accessible experience for all users.
The result is a fully responsive website that feels modern, calm, and trustworthy, perfectly supporting Wagner Health’s mission to deliver integrative, patient-first care.
