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Gabriel Garcia

Concierge Identity

Two audiences, one brand

The founders wanted travelers who would have us plan the whole trip, without losing customers who only wanted a checkup. So I built one warm base for everyone and gave the darker concierge pages their own gold and a second serif.

I took the cues from luxury hospitality and private clinics, where the service is the product. That meant warm serifs, cream and sand in place of clinical white, and photography of people and quiet, warmly lit rooms.

Typography

I set the headlines in Lora. It replaced Playfair Display, whose italic J cut through “Journey” in the concierge headline. I used DM Sans for the interface and prices, and Cormorant Garamond for the concierge page’s longer text.

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Lora
Headlines, section and card titles, and the navigation
DM Sans
Body copy, prices, buttons and labels
Cormorant Garamond
Body copy on the concierge page
  1. Display · 72px · The concierge headline and full-width banners

    Your Health Journey, Elevated

  2. Page title · 54px · Page headlines

    Premium Healthcare. Personally Curated.

  3. Section · 40px · Section headlines

    How We Work With You

  4. Price · 32px · Checkup prices

    $2,815

  5. Card title · 28px · Card titles and the three promises

    Expertly Vetted Care

  6. Body · 18px · Body copy across the marketplace

    We personally select each clinic through rigorous, on-the-ground vetting.

  7. Concierge body · 18px · Body copy on the concierge page

    A private experience combining Korea’s finest medical care with seamless service.

  8. Eyebrow · 11px · Uppercase labels, tracked wide

    HIMEDI CONCIERGE

Color

I kept Himedi’s blue and warmed up everything around it, so the site felt more like a private clinic than a pharmacy. The concierge pages swapped that warm base for near-black and gold, and gold appeared nowhere else.

Marketplace

  • Cream

    #fffdfa

    Page background

  • Sand

    #f9f4e8

    Alternate section background

  • Brown

    #4a3f36

    Headlines and body text

  • Himedi blue

    #51749b

    Buttons, links and the closing bands

Concierge

  • Near-black

    #1a1a1a

    Concierge text and dark sections

  • Gold

    #c4a77d

    The italic accent, eyebrows and the call button

  • Gold dark

    #9d8167

    Button hover and small labels

  • Linen

    #f8f6f3

    Light sections on the concierge page

Imagery

I generated the site’s photography with AI, except the founders’ portrait, which was a real photo I enhanced with AI. Each of the three kinds of image had one job.

A close portrait of a woman with her eyes lowered, in a linen top against a warm sand wall.

Portraits

The homepage opened with slow portrait videos of calm faces against warm sand, so visitors saw a person before a clinic.

A pale clinic lobby with a lit glass column and a blurred figure walking past it.

Spaces

The concierge page used photos of warmly lit, nearly empty interiors.

A woman on a cream sofa talking to a laptop on a side table, an olive tree in a pot beside the window.

Moments

I used everyday details, like a laptop on a knee or a cup by a sofa, to illustrate each step of working with us.

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