Doctena
Task
Doctena is a well-established medical appointment platform active in several European countries. Commissioned initially for campaign assets, the project expanded into the design of a cohesive visual system addressing inconsistencies across the brand’s communication. The challenge was to refresh the brand without compromising trust in a highly sensitive healthcare environment.
01. Challenge
Through a detailed audit of Doctena’s existing communication including brand guidelines, website, print materials, and past campaigns, I identified a recurring issue: while individual assets were well executed, there was no consistent graphic element anchoring the brand visually.
Competitors in the healthcare space relied on strong, repeatable visual signatures, whereas Doctena’s communication alternated between different shapes and symbols without a unifying system.
02. Solution
Within the brand’s ecosystem, a modified version of the location pin appeared sporadically yet held strong symbolic potential. This element became the foundation of a visual system I called the Mediator.
Scaled, textured, and reinterpreted, it now structures layouts and creates a cohesive, recognizable brand language.
03. Outcome
The Mediator is now integrated into Doctena’s communication, reinforcing visual consistency across campaigns and platforms. The project evolved beyond asset production into the design of a scalable system elevating the brand’s presence within the Belgian healthcare sector.