Brand Strategy | Identity Branding | Website | EXperience | Marketing | product
LIV BY ADVANTIA HEALTH
Women's healthcare, reimagined.
Approachable, elevated, reliable, innovative, impactful.
Role: Creative Director
Company: Advantia Health
Team Collaboration: Creative & Marketing (7), Executive Leadership (6), Tech/Development (2), Operations (8), Clinical (12), Architecture Partner (4)
Scope: Branding, User Experience, Website Design, Print & Digital Advertising, Interior Design, Signage, POS, Photoshoot Styling and Art Direction
The Advantia Health brand was designed to stand out as a trailblazer in the industry. We crafted an identity that would be versatile enough to support the development of innovation products and experiences across digital, tech, brick & mortar, and future acquisitions, while maintaining brand recognition across all existing channels.
The first test of the brand’s impact was the design, development, and launch of our first flagship location, Liv by Advantia Health. Ambitious in concept and scope, Liv’s mission was to make healthcare more convenient and comfortable by providing obstetrics, gynecology, primary care, and mental wellness, all under one roof, ergonomically designed with hospitality in mind. We were designing an entirely new care model and user experience, building a luxury brick-and-mortar space from the ground up, and crafting a brand voice and vision that could sell this proof of concept into fruition through ambitious membership targets before our doors opened.
Brand discovery and refinement
- What’s in a name? We conducted exhaustive wordmapping exercises, consumer research, and focus groups to devise a unique brand name that our consumers found approachable, memorable, and relatable. Liv serves as both a descriptive pun alluding to its mission to empower women to “Live Well,” and a memorable personification of the brand as a person and trusted friend.
- What’s the relation? The “By Advantia Health” subheading signifies Liv as an original intellectual concept created by our parent brand, whereas our acquired entities adopt “Of Advantia Health.”
- Where does Liv…live? Our team ran extensive pregnancy prediction and consumer behavior models to determine where our key audiences lived, worked, and spent their free time. We surveyed prospective patients on where they would ideally house all their healthcare needs in relation to the decisions they made throughout their day-to-day lives. We selected a ground level retail space on U Street Corridor in downtown DC - a bustling intersection of commerce, professional, and residential real estate - providing a convenient haven for our members to seek care without trekking across town.
- How does Liv speak? Liv’s voice is approachable, upbeat, calm and confident. Our goal is to put members at ease and leave them with a positive and personalized experience. Liv’s voice is honest, but not harsh. Expert, but not over-the-head. Intelligent, but not pretentious. Calm, but not disinterested. Friendly, but not unpolished. Intentional, but not short.
Bringing Liv to life
This carefully crafted identity informed our physical space design, as well as print and digital advertising campaigns. The refined brand also enhanced the website design, aimed at membership acquisition and appointment booking on the front end, with curated content, educational resources, and special event features within a member portal sub-site.
Bringing Liv to life
This carefully crafted identity informed our physical space design, as well as print and digital advertising campaigns. The refined brand also enhanced the website design, aimed at membership acquisition and appointment booking on the front end, with curated content, educational resources, and special event features within a member portal sub-site.
Designing Liv’s new home
"Unique design features make for a better experience, including a dedicated nook in each exam room with a vanity, a closet for personal items, and a seating area for a partner or post-visit discussion; several telehealth phone booths for privacy and care on-the-go; and a “Mother’s Room” for private nursing, pumping, or changing that is accessible to the community.
Broadly, biophilic principles, Liv's graphic identity, and inspiration from artworks by female artists like Ines Longevial, Laura Berger, and Lilian Thomas Burwell drive the color and material palette. More specifically, a softer palette of blush, lilac, tan, blond woods, and white and brass pendant lighting is applied to conversational, active areas. On the other hand, moodier, saturated tones like terracottas, mauves, and teals shroud more restful, intimate areas. Across both communal and restful areas, biophilic principles inform furniture and millwork that have curvaceous, organic edges and plush, enveloping surfaces meant to encourage rest and relaxation.
East and west sides of the corridor are color-coded in mauve and teal gradients; each room threshold is marked by a different color for easy identification; and all hallways end with a glowing arched niche encased in a Calico Wallpaper mural that acts as a guiding focal point and anchor. Sconces by SkLO in soft, hand-blown shapes reminiscent of women's breasts provide rhythm and enhance wayfinding along the corridor" (ALA).
I wish every doctor's office was like this. The experience was great and the space was so beautiful."
- Member, Liv by Advantia Health
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Branding | website | APP design | Marketing | experience design | Packaging | Art direction
Branding | website | Marketing | experience design | interiors | Photoshoots | Art direction
PRODUCT DESIGN | PACKAGING | INTERIOR DESIGN | MARKETING | PHOTOSHOOT STYLING | Identity Branding | MERcHANDISING | ART DIRECTION
Other works
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Let's make something beautiful together.
I craft brand identities that feel alive, weaving thoughtful strategy with intuitive creativity. Through a deep discovery process, I uncover your brand vision and translate it into a cohesive visual language that resonates with your audiences on every level.
