Brand & Editorial Designer
Family Doctors Deliver
Team:
- Adam Lalama Creative Director. Writing
- Jennifer Gagnon RGD Art Director
- Lenore Ramirez RGD Senior Designer
- Meleana Conquer Designer
- Ysabella Ocampo Designer
- Bita Pourvahidi Account Manager
A group of FM-OB physicians and researchers at the University of Toronto and Sinai Health came to Creative Currency needing a brand that could close that gap. The audience was wide: expecting parents, healthcare providers, medical learners, and government policymakers. The constraint was clear: don't position FM-OBs above OB-GYNs or midwives, just get them into the conversation.
Discovery brought FM-OB physicians and researchers into a facilitated working session where two things became clear: the word "obstetrics" was a public-facing liability, and the strongest hook was existing patient trust in family medicine. From there we developed three creative directions and ultimately combined elements of each into a hybrid concept.
The name "Family Doctors Deliver" won for its double meaning — delivering babies, delivering care — readable instantly by both audiences. The logo pairs a baby-face icon with bold typography that pushes "Deliver" to the foreground. A nine-colour palette, black-and-white photography cropped with vibrant colour blocks, and a custom sticker system ("Family doctors deliver too," "I chose a family doctor") round out a visual identity built for grassroots reach, including buttons, enamel pins, bumper stickers, social templates, clinical posters, and branded scrubs. The result is a full communications playbook that gives FM-OB advocates a consistent, polished identity to carry into every room they enter.