INTRODUCTION
This is a speculative work campaign of conceptual branding and marketing for Mellora Médica Caraïbe, Dr. Michelle M. Cabrera’s future gynecology and women’s health clinic. Dr. Cabrera aims to create visibility for her private practice as she embarks on rebranding herself. The goal of this campaign is to establish Mellora Médica Caraïbe as a trusted and culturally relevant healthcare provider that caters to the diverse community of women in Los Angeles.
Brand Guidelines- Dr. Cabrera’s private holistic health practice emphasizes both physical and mental well-being, reflecting a comprehensive approach to women’s healthcare.
Brand Core Values- Mellora Médica Caraïbe is committed to providing personalized, professional medical care, with treatment plans tailored to the unique needs of each patient. Central to this approach is Dr. Cabrera’s emphasis on holistic well-being, acknowledging the interconnectedness of physical and mental health.
"From Head to Heart to Womb" embodies her focus on addressing the mental health challenges women face, particularly the lack of access to care and the need to be truly heard and understood by their healthcare providers.
The clinic’s commitment extends beyond medical expertise, aiming to foster a strong sense of community and cultural resonance. Dr. Cabrera believes in embracing diverse cultural backgrounds in healthcare, ensuring that every woman feels seen, respected, and empowered throughout her care journey.
Brand Identity- The name Mellora Médica Caraïbe is inspired by Dr. Cabrera’s Caribbean roots, symbolizing the clinic’s deep connection to the Caribbean culture and values. This ties directly into her mission to provide compassionate, culturally relevant care to the community she serves.
Dr. Cabrera’s vision goes beyond traditional medical care. She plans to incorporate holistic healing practices, such as meditation and herbal medicine, into the clinic’s offerings. This integration of alternative treatments reflects her commitment to a more well-rounded approach to women’s health, emphasizing mind, body, and spirit.
Research & Analysis
I identified the ideal audience for an OBGYN/women’s health clinic in Los Angeles. Women aged 18–45, prioritizing prenatal care, reproductive health, and wellness. Considering this demographic, I focused on creating a campaign that emphasizes trust, inclusivity, and professionalism. Since Dr. Cabrera speaks English, Spanish, and French, I researched the languages to ensure I translated the medical abbreviations correctly.
Instead of researching competitors, I researched Dr. Cabrera, as most women search for providers using search engines. I brainstormed what makes healthcare campaigns effective—compassionate messaging, clear information, and a professional yet approachable design. I kept these factors in mind when creating a concept for Mellora Médica Caraïbe.
Concept Development
In collaboration with Dr. Cabrera, we brainstormed marketing strategies that aligned with her vision and highlighted her mission. Given that her SEO results still reflected her previous practice, our goal was to create a fresh and engaging image that resonated with women in her area.
This led to the development of the visual branding concept. I visualized billboards, a social media mood board, and digital works that can be reproduced for print and social media advertising. The visual style is inspired by everyday Caribbean women, aiming to reflect their strength and beauty authentically.
The color scheme incorporates greens, browns, and off-whites—natural tones that evoke calmness and connection to the environment. The use of earthy tones such as greens and browns represents the holistic health philosophy, evoking a sense of balance and connection to nature. This visual choice reinforces the idea that physical and mental well-being are intertwined.
The typography is dark and bold, selected to ensure clear readability and visual impact across various mediums, from billboards to digital platforms. The tone of the message is professional, warm, and inclusive, aligning with the clinic’s values. Together, the typography and tone of the message align seamlessly with the clinic’s values—professional, warm, and inclusive—helping patients feel reassured and confident in the care they’ll receive.
The imagery was carefully chosen to reinforce these themes. Some visuals feature a single woman, symbolizing the personalized and professional care patients can expect. Others include groups of women representing the clinic’s diverse target audience and its commitment to serving a broad community of women.
marketing Strategy
The billboard serves as a key tool for increasing the visibility of Dr. Cabrera and her clinic’s name within the community. Its visual design and imagery are thoughtfully crafted to complement the aesthetic of her imagined clinic’s physical space and social media “mood board”. This cohesive branding approach ensures that future patients recognize and trust the Mellora Médica Caraïbe brand across multiple touchpoints, strengthening the clinic’s overall identity and reach.
Placement plays a vital role in establishing Mellora Medica Caraibe & Dr. Cabrera’s visibility. A social media advertisement on Instagram or Facebook can provide highly targeted audience reach, ensuring the message finds the right patients. We can factor in demographics, interests, behaviors, and even specific locations. This ensures that the ad is shown to the most relevant audience, increasing the likelihood of engagement and brand awareness. By leveraging demographic data and interests related to women’s health and wellness, the ads ensure that Mellora Médica Caraïbe reaches a highly relevant audience.
Additionally, featuring Dr. Cabrera’s approachable and professional image in the ads helps humanize the brand, making potential patients feel more comfortable and confident.
Challenges & Problem-Solving
The social media campaign needed to immediately capture viewers' attention while conveying the brand’s values and intentions. Creating a visual aesthetic that resonates emotionally with patients and communicates the brand’s essence posed a challenge, as a single image often falls short in portraying the full narrative. On the other hand, using multiple images risks losing cohesion if they do not visually complement one another. To address this, I opted for a grid format design featuring muted, cohesive color tones. This layout provides a multi-faceted glimpse into the care experience patients can expect while maintaining a visually harmonious appearance. Each segment of the grid contributes to the story, working together to deliver a concise, impactful message that reflects the clinic’s commitment to inclusivity, trust, and holistic health.
The billboard designs had to be both visually appealing and quickly understood from a distance. Achieving this meant carefully balancing text size, font selection, and the placement of key elements to ensure readability. To address this, I tested multiple layouts and prioritized a clean, uncluttered design with bold typography that effectively highlighted the clinic’s name and core message.
Another challenge was selecting imagery that resonated with the clinic’s values while maintaining a cohesive and inclusive look. I utilized Canva’s background removal tool to eliminate distracting scenery and create a seamless collage. Many stock images prominently feature White doctors and patients, which didn’t align with the diverse audience she wanted to represent. Representation is key in creating a design that resonates with the diverse, multicultural audience Mellora Médica Caraïbe serves. I selected images that reflect the clinic’s commitment to inclusivity, ensuring that the visuals represented not only the medical profession but also the various backgrounds of the women it serves. To overcome this, I refined my selection criteria to focus on images with consistent lighting, complementary color palettes, and strong emotional appeal. These steps ensured a polished and professional final design that aligns with the clinic’s mission.
Outcomes & Reflection
The campaign’s intended impact is to feature imagery that Latina, Spanish Caribbean, and French Caribbean women can relate to. It aims to invite them to seek care from a doctor who not only understands the unique challenges they face but also communicates in a way that reflects their language and cultural values. The ultimate goal of this campaign is to build lasting relationships with women of the L.A. community, showing them that Mellora Médica Caraïbe is not just a healthcare clinic but a partner in their well-being, understanding their unique cultural values and language
The great thing about this campaign is that it lays the foundation for consistent and cohesive branding, which can seamlessly extend into future physical and digital branding efforts.
Next steps could include incorporating the campaign’s visual identity—color schemes, typography, and imagery—into the clinic’s interior design, such as wall art, signage, and patient materials, creating a welcoming and professional environment that reinforces the brand’s core values. The social media strategy can evolve to include educational posts, patient testimonials, and wellness tips, all aligned with the holistic philosophy of Mellora Médica Caraïbe.
Additionally, this branding can be adapted for business essentials like business cards, appointment reminders, and brochures, ensuring that every patient interaction reflects the same professional and compassionate tone. In the long term, this campaign can guide the creation of targeted advertising campaigns, community outreach programs, and even partnerships with local businesses to promote health and wellness. The visual and messaging framework ensures scalability, helping Mellora Médica Caraïbe remain recognizable and trusted as the practice grows.
This project highlights my ability to create culturally sensitive and inclusive designs that connect emotionally with the target audience while reinforcing trust and professionalism.
