Spine Surgery Practice: Brand, Website & Patient Print
A brand system, website redesign and patient print materials for an orthopedic spine practice
At a glance
I led the brand and web side of a long-running healthcare account: a web style guide and video brand package, a website redesign with patient-education illustrations, and print pieces from second-opinion ads to home-exercise handouts.
The challenge
A busy surgical practice was publishing a lot: videos, ads, handouts and trial exhibits. It needed one brand system so every piece looked like the same trusted practice.
What I led
- Built the brand system: hi-res logo, web style guide, video brand package and staff apparel
- Led the website redesign: home, procedures, conditions, blog and mobile templates
- Created patient-education and surgery illustrations for the site
- Designed print ads, including a second-opinion campaign
- Designed lumbar and cervical home-exercise handouts for patients
- Produced foamcore trial exhibits and 84-inch roll-up banners
The outcome
The practice gained one consistent brand across web, video, print and courtroom exhibits, and the account grew into one of Entangle Media's longest-running clients.
Overview
This orthopedic spine practice was Entangle Media's anchor healthcare client. I led its brand, web and print work, and kept everything consistent with the video and animation program we produced alongside it.
Services
Brand System, Web Style Guide, Website Redesign, Illustration, Print & Trial Exhibits
Client name
Orthopedic spine surgery practice (name withheld under NDA)
Team
Director of Marketing & UX (John Karl), Entangle Media production and design team
Web Style Guide & Redesign
Goal:
Make the website as trustworthy as the surgeons.
Style guide for type, color, buttons and components
Home, procedures, conditions, blog and mobile templates
Patient-education and surgery illustrations
Patient Print
Goal:
Help patients before and after their visit.
Second-opinion print ad campaign
Lumbar and cervical home-exercise handouts
Press-ready files and vendor proofs
Brand in Every Channel
Goal:
Keep video, exhibits and apparel on brand.
Video brand package: openers, lower thirds and callouts
Trial-exhibit boards and roll-up banners
Staff shirts and practice materials
Spine practice web style guide and print pieces (client details withheld under NDA).
Final observations
A clear brand system let a small team produce a large volume of work for one client without losing consistency, and that consistency built the trust that kept the account growing.
John Karl
19 Years • Product & UX Design Leader Leading Mobile Product for 500K+ Users
If you like what you see or have any questions, feel free to send me an email anytime.
Selected work
[2010 -2025]
