Dr. Emily Wheeler / Functional medicine / USA / 2026
Clinical clarity.
Human warmth.
A personal brand for a functional medicine practice, connecting a custom identity with reusable content and a clear direction for the website.
Brand direction · Visual identity · Canva templates · Website direction · Guidelines
01 / The brief
Expert-led care.
A personal identity.
Dr. Emily was preparing her independent practice. The new identity needed to retain a connection to her existing brand while giving her future communication a more distinct foundation.
The work began with brand direction and continued into the identity, templates, website direction and handoff.
- Client / Market
- Dr. Emily Wheeler · USA
- Year
- 2026
- My role
- Brand direction, identity, content templates and website direction
- Handoff
- Brand guidelines, assets, Canva templates and Notion
Set the balance
before the applications.
The direction board sets out the relationship between professional authority and a more personal expression. The design choices that follow share that starting point.
02 / The identity
A custom wordmark.
A supporting symbol.
The custom wordmark leads. A separate sunmark gives smaller applications another way to identify the brand, with radial details that echo an iris and compass.
Dark blue-gray fields anchor the layouts. Lighter surfaces, a warm accent and portrait imagery change the emphasis while preserving a consistent hierarchy.
03 / Communication and templates
Different messages.
One recognizable presence.
The nine-post sequence combines introductory, educational and process content. Some layouts foreground a portrait; others let a short typographic statement carry the message.
The Canva family, portrait-led prompts and podcast cover extend the same choices into reusable formats.
04 / Website direction
A clearer introduction.
A connected set of pages.
The homepage direction establishes the portrait, headline hierarchy and supporting content. The focus-area and process pages carry those rules into different page structures.
The Figma direction and implementation notes gave Emily’s team a reference for extending the identity online.
The homepage,
in motion.
The original short walkthrough shows the page hierarchy and transition between sections.
05 / The handoff
A shared reference.
Ready for the next application.
The final handoff brought the identity rules, assets and editable templates together. The guideline overview shows how the individual decisions relate across the system.
Keep the decisions
easy to find.
The guidelines cover logos, typography, color, imagery and applications. The Canva setup and Notion handoff organize the practical materials for continued use.
From the client
“She went above and beyond by creating a completely unique custom logotype that felt elevated, recognizable, and authentic to me and my brand.”
Dr. Emily Wheeler