When you think about medical websites, you think about something straightforward, corporate, and dare I say… boring. So, when the fabulous doctors at Duet Plastic Surgery got in touch with me and told me that they wanted a little something different to reflect their practice that was way different, I jumped at the opportunity.
Duet is a rarity in the plastic surgery world–it’s owned and operated by two female doctors. I had no idea before I worked on this project, but plastic surgery practices tend to be male dominated and as a result, Drs. Lim and Weintraub attract a loyal patient base of women who know they get it. Coupled with the fact that they’re powerhouse doctors trained at Ivy League institutions–this project was a perfect fit for me.
DPS had a huge website and the new one is a bit smaller, but nonetheless, it’s definitely a weighty site that’s packed full of resources and educational information for prospective patients.
Since the audience is primarily smart, savvy women–many of whom are in the Bay Area, but others who travel long distances to see Drs. Lim & Weintraub–we wanted to use imagery that would appeal to them, and allow them to “see themselves” on the website. So, we spent a lot of time working through the appropriate imagery that reflected this patient, creating a cohesive brand. I’m pretty thrilled with the visuals that not only achieve this, but also reflect the diversity of their patients.
New Duet Plastic Surgery Logo
In addition to designing the website, we also created new branding as well as copy for many of the website’s sections, particularly the physicians’ bios.
Graphic designer Ashli Hughes of Cascade Creative PDX did a great job translating my sloppy sketch of an idea into something that was clean, contemporary and memorable. While Laura, who often helps me out with copyediting took a ruthless pen to the copy. Thank you to my amazing team!
Hot magenta isn’t the right direction for every business of course, but I do think that businesses can learn a lot from the Duet team’s willingness to commit to a strong design element like this. You know that people will not forget a doctor’s office that embraces such a strong, memorable look–their design reflects their personalities and their patients and isn’t trying to be all things to all people. This is why I also talk to clients extensively about their audience (and who their audience is not) during the early stages of the design discovery process.
Social Media Cover Graphic
Here are a few shots of the new site’s features:
Interested in a project like this? Most of my projects use consumer-level Squarespace features, but Duet’s new website was a developer mode site, so its scope was much more involved than is usual, even beyond the branding work. If you’d like to learn more about what’s involved in a branding, design and development process, please reach out.