John McKnight, M.D.
BRAND IDENTITY
WEBSITE DESIGN + BUILD
PRINT DESIGN
John McKnight, M.D. established his New York-based private practice to offer personalized, integrative primary care after two decades in the NYC hospital system. His practice emphasizes nurturing meaningful doctor-patient relationships. The brand identity and website bridge traditional medical professionalism with modern wellness sensibilities, reflecting this approach through harmoniously juxtaposed imagery. The design system centers on a flowing monogram mark—inspired by Dr. McKnight’s signature—that conveys both personal care and medical expertise, while a soft color palette and airy composition evoke calm and healing.
Paper textures and hand-drawn elements imbue the design with a human touch, creating an experience that feels open, balanced, and refreshing—attributes the practice itself embodies. With a diverse patient base spanning all ages, the site prioritizes intuitive navigation and content clarity. Materials were thoughtfully selected to convey Dr. McKnight’s attentive approach, from letterpress-embossed stationery to the clean, accessible website interface.
The resulting identity balances polished professionalism with essential warmth, establishing Dr. McKnight’s practice as sophisticated yet approachable—a trusted medical authority who combines scientific expertise with genuine compassion for the whole person.
