Gannett Health
Launching Sheridan County's first Direct Primary Care practice — a brand and website built to feel personal, premium, and trustworthy from day one.
The ProjectA brand-new practice with no visual identity to launch on.
Gannett Health opened as Sheridan County's first Direct Primary Care practice — a membership-based model built around same-day appointments, unhurried visits, and a provider who actually knows your name. That's a meaningfully different promise than the traditional, insurance-driven practices patients were used to, but there was no logo, no brand, and no website yet to say so.
The goal was to build an identity from scratch that felt premium and personal rather than clinical — warm enough to put patients at ease, credible enough to compete with established practices, and flexible enough to carry a growing list of services from primary care to hormone therapy and IV treatments.
The Approach
01 — Brand IdentityA mark built for trust
Logo design and a full identity system — typography, color, and a supporting icon mark — were developed to feel warm and boutique rather than sterile, giving the practice a visual foundation that could grow with every new service line.
02 — Website DesignA site that sells the membership model
The site architecture was built to explain direct primary care clearly to patients who'd never heard of it — leading with the difference in care, transparent pricing, and a simple path to booking a free consultation.
03 — Implementation
Built to grow with the practice
The site was built natively in Squarespace so the Gannett Health team can add new services, update pricing, and publish accolades and testimonials on their own as the practice has grown from primary care into weight loss, hormone therapy, and IV treatments.
Brand SystemA palette that feels warm, premium, and calm.
Color, type, and the logo mark were developed together around a deep slate navy and warm gold — a pairing that reads as trustworthy and established without tipping into the cold, clinical feel of a typical medical brand.
Slate Navy
#4A5B70Gold
#BD9A57Ivory
#F6F4EFIce
#DCE2E4Sand
#D9C6A3Louisa Crosby · Gannett HealthCohesive Brand SystemClient-Editable SiteSeamless Scroll Experience