{"id":25644,"date":"2023-04-14T18:13:53","date_gmt":"2023-04-14T22:13:53","guid":{"rendered":"https:\/\/www.borngroup.com\/?page_id=25644"},"modified":"2023-05-15T03:09:52","modified_gmt":"2023-05-15T07:09:52","slug":"md2","status":"publish","type":"page","link":"https:\/\/www.borngroup.com\/work\/md2\/","title":{"rendered":"MD\u00b2"},"content":{"rendered":"\n\n\n    \n      <style>\n      .cs-1-hero-logo {\n        width: 60px;\n      }\n\n      @media screen and (min-width: 768px) {\n        .cs-1-hero-logo {\n          width: 60px;\n        }\n      }\n    <\/style>\n  \n  <section class=\"cs-1-hero\">\n    <div class=\"cs-1-hero-content\">\n      <div class=\"cs-1-hero-content-spacer\">\n        <div class=\"cs-1-hero-section\">\n          <p class=\"label-heading\">Client<\/p>\n          <h1>MD\u00b2<\/h1>\n        <\/div>\n        <div class=\"cs-1-hero-section\">\n          <h5>Project<\/h5>\n          <p>Reimagined Digital Experience &#038; Visual Brand Identity<\/p>\n        <\/div>\n        <div class=\"cs-1-hero-section\">\n          <h5>Industry<\/h5>\n                      <p>Healthcare<\/p>\n                  <\/div>\n        <div class=\"cs-1-hero-section\">\n          <h5>Services<\/h5>\n                      <p>Brand Experience (Bx)<\/p>\n                      <p>Content and Creative<\/p>\n                      <p>Customer Experience (Cx)<\/p>\n                  <\/div>\n\n        <img decoding=\"async\" class=\"cs-1-hero-logo\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Logo-1.svg\" alt=\"\">\n      <\/div>\n    <\/div>\n    <aside class=\"cs-1-hero-aside\">\n            <img decoding=\"async\" class=\"cs-1-hero-bg\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Hero-Image-2-720x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Hero-Image-2.jpg\" alt=\"\">\n      \n            <img decoding=\"async\" class=\"cs-1-hero-screenshot-mobile\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-mobile1-400x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-mobile1.jpg\" alt=\"\">\n    <\/aside>\n\n    <div class=\"cs-1-screenshot-desktop-holder container\">\n      <img decoding=\"async\" class=\"cs-1-hero-screenshot-desktop\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop01-1-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop01-1.jpg\" alt=\"\">\n    <\/div>\n  <\/section>\n\n\n\n<style type=\"text\/css\">\n .label-heading{\n  font-size: 13px;\n    font-weight: 700;\n    line-height: 1.34;\n    text-transform: uppercase;\n    letter-spacing: 0.02em;\n }\n<\/style>\n\n\n\n<section class=\"cs-intro container grid\">\n  <div class=\"cs-intro-main\">\n    <h2 class=\"h5 cs-intro-title\">Background<\/h2>\n    Founded in 1996, MD\u00b2 originated the model of concierge medicine, building a prestigious network of the country\u2019s most accomplished medical professionals, and dedicating them to the care of just 50 families each. While most physicians divide their attention among thousands of patients, MD\u00b2 recenters medicine on the relationship of physician and patient, creating a bond that protects and strengthens each member\u2019s life and legacy.\n  <\/div>\n\n  <div class=\"cs-intro-column\">\n    <h3 class=\"h5 cs-intro-title\">Brief<\/h3>\n    Even though MD\u00b2 originated the concept of concierge medicine, the space had become crowded in recent years. MD\u00b2 needed to reassert its identity as a singular expression of the medical vocation. They sought a website, visual identity, and storytelling that reflected their remarkable purpose, sparking the emotional connection at the core of their vision.\n  <\/div>\n\n  <div class=\"cs-intro-column\">\n    <h3 class=\"h5 cs-intro-title\">Goals<\/h3>\n    To create an experience that goes beyond the typical website; something that is all at once an invitation, a calling card, and a portal that would resonate with all types of users whether they\u2019re prospective or current patients, as well as prospective physicians.\n  <\/div>\n<\/section>\n\n\n\n\n<section class=\"cs-point cs-point--fullscreen cs-point--dark container\">\n  <div class=\"cs-point-content\">\n    <h2 class=\"h5 cs-point-title\">Approach<\/h2>\n    An interplay of language and design that speaks directly to patients whose lifestyles require a tailored approach to medical care.\n  <\/div>\n<\/section>\n\n\n\n\n\n\n<section class=\"video-section video-section--autoplay  loop\">\n  <video class=\"video\" preload=\"auto\" playsinline  muted autoplay preload playsinline loop  >\n     <source src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/md2_homepage_video_desktop-1.mp4\" type=\"video\/mp4\">\n  <\/video>\n  \n  <\/section>\n\n\n\n\n<section class=\"cs-point cs-point--fullscreen cs-point--light container\">\n  <div class=\"cs-point-content\">\n    <h2 class=\"h5 cs-point-title\">Visual and brand identity<\/h2>\n    BORN explored multiple visual solutions and themes to reimagine what medical care looks like and how it can support the brand\u2019s main value proposition: To provide unparalleled, personalized medical care dedicated to just 50 families per physician.\n  <\/div>\n<\/section>\n\n\n\n<section class=\"cs-1-screenshot\">\n  <div class=\"cs-1-screenshot-scroller\" style=\"width: calc(5 * (100vw - 2 * var(--container-gutter)) + 6 * var(--container-gutter))\">\n        <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop02-2-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop02-2.jpg\" alt=\"\">\n        <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop03-1-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop03-1.jpg\" alt=\"\">\n        <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop04-4-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop04-4.jpg\" alt=\"\">\n        <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop05-1-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop05-1.jpg\" alt=\"\">\n        <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop06-1-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop06-1.jpg\" alt=\"\">\n      <\/div>\n<\/section>\n\n\n\n\n<section class=\"cs-point cs-point--fullscreen cs-point--light container\">\n  <div class=\"cs-point-content\">\n    <h2 class=\"h5 cs-point-title\">A distinctive voice\u00a0<\/h2>\n    BORN reimagined the digital experience as a conversation between the voice of a physician and their prospective patient.  Framing the homepage as a conversation, rather than simply an \u201cexperience\u201d enabled us to hone in on the most compelling aspects of being an MD\u00b2 patient.\n  <\/div>\n<\/section>\n\n\n\n<section class=\"case-study-screenshot-section case-study-screenshot-section--light\">\n      \n                  <img decoding=\"async\" class=\"csss-screenshot\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop06b-1-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop06b-1.jpg\" alt=\"\"  >\n          \n          <\/div>\n      <\/section>\n\n\n\n<section class=\"cs-showcase container\">\n  <div class=\"cs-showcase-content\">\n    <h2 class=\"h5 cs-showcase-title\">Refined user experience<\/h2>\n    To balance functionality with a premium look and feel, we approached utilities with considerations of user experience, SEO, and visual identity. For example, the two-fold Location page gives users the best possible CX to effortlessly find locations while capturing more relevant geo-locational results in organic SEO.\n  <\/div>\n  <div class=\"cs-showcase-screenshots-holder\">\n    <div class=\"cs-showcase-thing\">\n      <div class=\"cs-showcase-screenshots\">\n                  <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride01-1-458x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride01-1.jpg\"\n               alt=\"\">\n                  <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride2-1-458x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride2-1.jpg\"\n               alt=\"\">\n                  <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride03-1-458x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride03-1.jpg\"\n               alt=\"\">\n                  <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride04-1-458x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride04-1.jpg\"\n               alt=\"\">\n              <\/div>\n      <div class=\"cs-showcase-screenshots\">\n                  <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride05-1-458x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride05-1.jpg\"\n               alt=\"\">\n                  <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride06-1-458x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride06-1.jpg\"\n               alt=\"\">\n                  <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride07-1-458x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride07-1.jpg\"\n               alt=\"\">\n                  <img decoding=\"async\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride08-1-458x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Mobile-Gride08-1.jpg\"\n               alt=\"\">\n              <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"case-study-screenshot-section case-study-screenshot-section--dark\">\n            \n\n<section class=\"cs-point  cs-point--dark container\">\n  <div class=\"cs-point-content\">\n    <h2 class=\"h5 cs-point-title\">A conversation with the founder<\/h2>\n    <p>To highlight the unrivaled care and expertise MD\u00b2 offers, we met with the founder Dr. Howard Maron for a deep conversation to distill the practice\u2019s guiding ethos, values, and principles. The result differentiated the brand from its competition with a strong mission and rich legacy.\u00a0<\/p>\n\n  <\/div>\n<\/section>\n    \n    \n          \n                          \n\n        <div class=\"csss-screenshot-holder container\" style=\"margin-top: 98.9453125%;\">\n          <img decoding=\"async\" class=\"csss-screenshot\" src=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop-07-1-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2023\/04\/MD2-Desktop-07-1.jpg\" alt=\"\"  style=\"margin-top: -98.9453125vw;\">\n\n          \n          \n                  <img decoding=\"async\" class=\"csss-screenshot\" src=\"\" srcset=\"\" alt=\"\"  >\n          \n          <\/div>\n      <\/section>\n\n\n\n<section class=\"cs-intro container grid\">\n  <div class=\"cs-intro-main\">\n    <h2 class=\"h5 cs-intro-title\">Solution<\/h2>\n    BORN conducted a creative discovery with key MD\u00b2 stakeholders, including the organization\u2019s founder. These conversations focused on values and core differentiators that set MD\u00b2 apart from all other medical practices; a central theme reinforced in new content and visual branding.\n  <\/div>\n\n  <div class=\"cs-intro-column\">\n    <h3 class=\"h5 cs-intro-title\">Outcome<\/h3>\n    BORN created an experience that \u201cunfolds\u201d before a reader\u2019s eyes, guiding them through a compelling narrative woven through vertical and horizontal scrolling. Underscored through a subtle color palette, timeless graphic design, and fluid motion graphics, the new MD\u00b2 experience came to life.\n  <\/div>\n\n  <div class=\"cs-intro-column\">\n    <h3 class=\"h5 cs-intro-title\">Long-term value<\/h3>\n    MD\u00b2 has an experience that is unlike any other created for a medical practice. The organization now has a digital calling card that captures the resonant and personal relationships it fosters between physicians and their patients.\n  <\/div>\n<\/section>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n\n<section class=\"banner       banner--has-overlay  \">\n      <div  aria-hidden=\"true\" class=\"banner-background lax\" style=\"background-image: url('https:\/\/static.borngroup.com\/uploads\/2020\/10\/Cigna.jpg')\"><\/div>\n  \n  \n  <a href=https:\/\/www.borngroup.com\/work\/cigna\/ class=\"banner-content-holder\" data-custom-cursor data-cursor-text=\"Learn More\">\n    <div  class=\"banner-content container lax\">\n      <header class=\"banner-header lax\" >\n                  <div class=\"u-text-small-caps\">Next Case Study &#8211; Cigna<\/div>\n                          <img decoding=\"async\" class=\"banner-logo\" src=\"https:\/\/static.borngroup.com\/uploads\/2022\/02\/cigna_logo_white-3.svg\" alt=\"\">\n              <\/header>\n\n      <div class=\"banner-copy lax\"\n              >\n        <div>\n                      <h2 class=\"banner-title\">Growing a Leading Healthcare Brand<\/h2>\n          \n          \n                      <div class=\"banner-tagline banner-tagline--half-width\">\n              <p class=\"\">Cigna sought to revamp its site by utilizing new UX design standards, focusing on accessibility and health literacy. <\/p>\n            <\/div>\n          \n          \n                  <\/div>\n\n              <\/div>\n    <\/div>\n  <\/a>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":17,"featured_media":0,"parent":595,"menu_order":12,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"service":[13,58,12],"industry":[73],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/pages\/25644"}],"collection":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/comments?post=25644"}],"version-history":[{"count":9,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/pages\/25644\/revisions"}],"predecessor-version":[{"id":25824,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/pages\/25644\/revisions\/25824"}],"up":[{"embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/pages\/595"}],"wp:attachment":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/media?parent=25644"}],"wp:term":[{"taxonomy":"service","embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/service?post=25644"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/industry?post=25644"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}