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Crescendo is a concierge medical practice in Portola Valley, CA that offers comprehensive, personalized healthcare to high-net-worth individuals and families.
Insight: Using market research and persona building, we created a brand system and website for Crescendo that conveyed top-tier medical care and access without feeling medicinal, sterile, or “sales-y”.
Idea: Crescendo’s main client— high-net-worth individuals who are in the market for exclusive healthcare options — was the main focus of our design choices. This customer doesn’t need to be “sold” a product but instead made to feel that Crescendo is able to offer them the level of care and service they’re looking for.
Our mantra while executing Crescendo’s branding and design systems was “say-more-with-less.” In all design decisions, we paired back copy and presented imagery and textures to convey a luxurious and calm mood and leave an impression instead of “saying” anything about Crescendo.
Through the use of subtle color palettes, emotive textures, soft imagery, and pointed, minimal copy, we create an experience that evokes a familiar, comfortable, thoughtful medical experience while saying as little as possible.
2022
