InterMed  ––  2023

Humanity in Healthcare

"Care without compromise" was already the slogan. The digital experience didn't match.

InterMed had been working through a visual direction for a while before I joined as a fractional Art Director. The team had been exploring concepts and couldn't quite find the right direction, they also had a goal to be visually distinct from their competitors . My job was to bring some clarity to their core brand principles, and help shape a brand system from there.

One challenge was creating a brand that speaks to a range of audiences. InterMed serves two pretty different groups: older patients, many of them geriatric, who want a familiar, low-friction way to book an appointment – and a younger generation navigating family healthcare for the first time, looking for a provider network they can trust. The site needed to work for both without feeling like it was trying to be two different things at once.

CHAPTER 01

Finding the Colors

InterMed's logo and signature navy was established and was the center of our brand system. I developed a secondary palette – teal, soft sky, warm light blue – that feels like modern, approachable healthcare. The explorations tested how color temperature alone could shift the same layout from sterile and clinical to warm and relatable.

CHAPTER 02

The Icon System

The icon work happened at two scales. The first was six custom homepage service card icons – Accepting New Patients, Schedule an Appointment, Find a Provider, Primary Care, Services, Specialties. Approachable without being cartoonish, consistent enough to read as a set. The second was a library of 34 animated specialty icons covering every department on the site – from cardiology to lactation support to immigration exams. 

Initial Icon Concepts

CHAPTER 03

Photography Direction

The brief I gave myself for photography was InterMed's slogan: "care without compromise." That came down to showcasing imagery of genuine care – warmth, presence, human connection. A parent holding a child. Real Doctor and patient moments. The old site had decorative overlays on top of cold clinical photos. The new direction stripped all of that back and let the people do the work. The Pediatrics page shows the shift most clearly, optimizing a page visited frequently by new patients.

CHAPTER 04

Provider Directory

Finding a provider was the highest-traffic action on the site. I designed a searchable, filterable directory with sorting by specialty, location, language, and patient population — including LGBTQ+ Friendly and Accepting New Patients. A big part of the challenge was photography: providers had been photographed at different times with inconsistent backgrounds and crops. I explored several card formats specifically to make headshots look cohesive in search. The filter also surfaces the actual language breakdown of the provider network: Spanish, French, Arabic, ASL, Korean, Portuguese.

CHAPTER 05

Website Build

The system had to hold across page types with very different purposes — specialty pages, blog, careers, patient resources. The nav, typography, color, icons, and photography direction create enough continuity that the brand reads unified even when the content and hierarchy change completely.

COLORWAY EXPLORATION

CHAPTER 06

System & Collateral

The Patient Centered Care diagram is a custom infographic showing InterMed's core principles in their care system. It was designed as a scalable asset – throughout the website and printed on collateral. Same asset, multiple touchpoints.

OUTCOME

A System the Team Could Build From

The team came away with a set of decisions they could carry forward – a secondary palette with real range, a versatile icon language, and photography standards clear enough that future pages and campaigns could build from.

BRITTELL

©2026 Julie Brittell Design

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