When MD², the pioneers of concierge medicine, set out to update their branding, they aimed for a transformation as exceptional as their service. Founded in 1996, MD² is renowned for its elite, bespoke medical care, trusted by some of wealthiest and most powerful individuals in the world.

 

Appointments last entire days. It’s been known for a physician to helicopter in to a private island in Thailand to attend to a member.

 

Our challenge at BORN was to create a digital presence that matched the unparalleled level of attention and exclusivity they provide.

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We immersed ourselves in workshops with MD²’s team at their offices in Bellevue, Washington to understand their needs and aspirations.

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From this, we crafted a minimalist, ethereal aesthetic that transcended traditional medical imagery. Connecting he founder’s love for minimalist art to the exalted purity of their vision, we used shadows and sculptural elements to evoke depth and connection. Our design featured a unique visual language, including abstract forms and interactive elements, to represent the sophisticated nature of MD²’s care.

 

The final result is a source of pride for the client, and one of the most award winning projects in the agency's history.

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Awards:

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Awwwards Honorable Mention

w3 awards x 7

DotComm awards x 12