Custom Illustrations for a US Healthcare Brand

So… This happened

Custom Illustrations for a US Healthcare Brand

A US-based pelvic health clinic was looking to improve its visual identity. Their existing materials relied on generic stock photos and templated icons that didn’t match the quality of care they provided or the emotional nuance their work demanded. They wanted to move away from cliché wellness visuals and create something original, elegant, and fully aligned with their brand values.

The Challenges

The clinic serves both men and women, but most available imagery leaned heavily toward feminine or hyper-medical aesthetics. Stock illustrations often felt either too soft and “feminine” or too cold and clinical. The brand needed a visual system that was gender-neutral, emotionally grounded, and visually refined — a tall order in a space where most visuals skew heavily in one direction.

On top of that, the illustrations had to serve multiple purposes: social content, educational materials, patient resources, and print, all while maintaining consistency and clarity.

The Process

I developed a custom illustration style that balanced minimalism with warmth, expressive but never exaggerated. Drawing from pen-and-ink foundations with digital refinement, the figures are realistic, softly textured, and full-body, capturing natural postures and subtle emotion.

Key design decisions included:

Neutral tones and muted palettes that stayed elegant without signaling a specific gender
Minimal facial detail to enhance inclusivity and relatability
Proportional anatomy and posture cues that reflect calm, grounded energy
Hand-drawn lines to humanize the content and steer away from rigid vector graphics

The illustration set includes front-desk interactions, consultations, seated postures, and movement, designed to guide patients visually through the care experience.

Here's what happened next...

The new illustrations gave the brand a cohesive visual language that speaks to both men and women without defaulting to stereotypes. The visuals strike a balance between clarity and softness, helping patients feel seen and understood. Internally, the design team now has a reusable, scalable system that can grow with the brand.

Key outcomes

Gender-neutral illustration style suited for both male and female audiences
Elegant, hand-drawn visuals aligned with brand tone and professionalism
Custom assets for social media, website, print, and internal education
Humanized clinical touchpoints without relying on stock imagery
Increased engagement and recognition across branded content
Visual consistency across patient journey materials

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