Coastal Diabetes Center
Coastal Diabetes Center is a healthcare practice focused on providing supportive care for individuals navigating diabetes. The brand required a visual identity system that could communicate medical credibility while also feeling approachable, clear, and human.
Industry: Healthcare / Pediatrics
Scope: Brand Identity System, Character Design, Educational Materials, Print & Digital Applications
The practice offered valuable care and education, but its existing presentation lacked clarity. Information felt overwhelming and there was a disconnect between the clinical nature of the services and the emotional experience of the patient.
The Challenge
The identity was built as a dual-brand system: Coastal Diabetes Center as the structured, clinical foundation, and Spider as the educational and approachable extension. (Umbrella Brand) A custom typeface was developed for the brand and carried throughout both healthcare and educational applications, creating a consistent and recognizable voice. Supporting this system is Elliott, a custom character designed to bring warmth and emotional connection. Creating a custom character system was to soften the experience without taking away from the credibility of the brand.
The Approach
The system supports both digital and in-person interactions, creating a more approachable and cohesive patient experience. Information is easier to understand, the brand feels more cohesive across all touchpoints, and the addition of Spider and Elliott allows for a more human-centered experience. Overall, helping patients feel supported, seen and not overwhelmed.
The Outcome
Brand Identity
Brand Identity Guidelines (Comprehensive system outlining how to use all brand elements across platforms)
Logo System (Coastal Diabetes Center + Spider)
Typography System (Including custom font)
Color Palette & Usage System
Brand Architecture (Primary brand + sub-brand relationship)
Elliott Character System (Expressions and use cases)
Patient-Facing Materials (Print & Educational Touchpoints)
Educational System Design (Digital + Physical Applications)
Social Media Templates
Business Card Design
The Deliverables