PHMD offers a unique concept in healthcare: concierge medicine. The logo redesign and website development presented the opportunity to showcase the practice’s unique selling points: direct access to the physician and a boutique-style approach to medicine. Our discovery process told us that prospective patients were primarily interested in the physician, Dr. Castro, and his qualifications, expertise and personality. The site showcases both he and his staff while setting the tone for the unique level of care that comes with concierge medicine. The practice’s strong social media presence is highlighted on the homepage, further serving to personalize the doctor-patient interactions.