InterMed  ––  2023

Humanity in Healthcare

"Care without compromise" starts before the first appointment.

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. 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, who want a low-friction way to book an appointment, and a younger generation navigating family healthcare for the first time. The digital experience 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 of teal, soft sky, warm light blue to feel more like modern, approachable healthcare. The explorations demonstrated how temperature could shift the same colorways from sterile and clinical to warm and relatable.

CHAPTER 02

The Icon System

InterMed's icons were designed as a way to add subtle personality across clinical topics. The homepage set the tone with service card icons for Accepting New Patients, Schedule an Appointment, Find a Provider, Primary Care, Services, and Specialties. The full library consisted of 34 animated specialty icons covering every department on the site, from cardiology to Women's Health.

Initial Icon Concepts

CHAPTER 03

Photography Direction

Photography was such a large part of adding humanity back into the brand. The tagline "care without compromise" was the inspiration for the imagery gathered. The new branding came to life with this collection of human moments between parents, providers and patients. We swapped the cold, clinical stock photography for visuals that caputure the care and compassion at the root of the brand.

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 card formats specifically to make headshots look cohesive in search. 

CHAPTER 05

Website Build

The system was built to stretch across specialty pages, blog, careers, patient resources, and provider search. The brand stays unified because every element, from navigation to photography, was designed to travel.

COLORWAY EXPLORATION

CHAPTER 06

System & Collateral

The Patient Centered Care diagram is a custom infographic visualizing InterMed's core care principles. Designed to scale, it lives across the website and printed collateral.

OUTCOME

A System the Team Could Build From

The team came away with a set of decisions they could carry forward: a color palette with range, a versatile icon set, and photography direction that set a clear tone for future pages, campaigns and brand expansion.

BRITTELL

©2026 Julie Brittell Design

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