abcMD
Industry:
Healthcare
Location:
Ontario, Canada
Services:
Brand Strategy
Brand Design
Illustration
Animation
Web Design
Web Development
Marketing
Campaign Design
Social Media
Collaborators:
Illustration by San Trieu
Taking Healthcare Online: Building a Medical Brand During a Global Pandemic
abcMD launched during the height of the pandemic, offering virtual healthcare solutions for patients seeking more accessible, convenient care. Function partnered with abcMD to create a brand identity and digital presence that emphasized trust, innovation, and patient-centered care with a suite of custom illustrations and launch campaigns.
The Challenge
Building Trust in a Healthcare Brand during a Time of Uncertainty
abcMD entered the healthcare industry during the COVID-19 pandemic, when demand for virtual healthcare was at its peak, but trust in online medical platforms was still uncertain. The challenge was to develop a brand identity that reassured patients about the safety, reliability, and quality of virtual care, while differentiating abcMD from other emerging providers. Additionally, the volatile healthcare landscape required flexibility and resilience in both branding and strategy.
Our Approach
Designing a Friendly Brand That Builds Trust and Accessibility
We worked closely with abcMD to develop a thoughtful brand strategy, emphasizing trust, compassion, and accessibility as the core of their identity. Our team designed a modern and welcoming visual identity that resonated with patients and healthcare professionals alike, incorporating warm tones and approachable design elements like custom-branded illustrations. A user-friendly website was created to simplify appointment booking and highlight virtual care benefits.
The Results
A Trusted Virtual Healthcare Brand in a Competitive Market
With creative and strategic campaign management from our team, abcMD launched with a strong brand identity and digital presence, quickly establishing trust with patients seeking virtual care. To maximize impact, we developed a 30-day launch campaign for social media, featuring A to Z ailments and insights that educated and engaged their audience. The warm, approachable brand identity and user-friendly platform made virtual care more accessible during a critical time.