Client
Lakeside Natural Medicine
Scope of Work
Brand + Web Design
Lakeside Natural Medicine is a group practice of naturopathic doctors based in Wisconsin who believe in doing things differently — listening deeply, treating root causes, and building real relationships with their patients. Their philosophy was thoughtful and intentional. Their brand, unfortunately, wasn't keeping up.
When Lakeside Natural Medicine came to me, they had a clear vision for who they were — approachable, modern, trustworthy, rooted in genuine care. But their existing website and branding told a different story. The visuals felt misaligned with their values, and it was costing them online presence and first impressions with potential patients. For a practice built on the idea that healthcare should feel personal and thoughtful, having a brand that felt dated or generic wasn't just an aesthetic issue — it was a credibility gap. They needed a brand and website that could finally do justice to the quality of care they provide every single day.
My strategy was to bring warmth and character back into the brand without sacrificing the clean, modern feel they were after. I leaned into hand-drawn botanical illustrations to give the identity a human, organic quality — a visual language that mirrors the practice's whole-body, roots-first approach to medicine. Then I layered in a modern color palette that broke away from the muted, forgettable tones common in wellness branding. The result is a brand system that feels fresh and distinctive while still being calm and approachable — the kind of visual identity that makes someone feel like they're in good hands before they've even booked their first appointment.
