Launching Swing Care with a Strategic Brand
Swing Care is a specialty practice providing comprehensive, personalized care for people with fibromyalgia.
When I joined Swing Therapeutics, the company was gearing up to launch Swing Care, a virtual clinic specializing in fibromyalgia. While the rest of the organization was working on building the virtual clinic, the product team was focusing on the Swing Care marketing website, developing the low-fidelity desktop prototypes and refining the copy. Our goal was to position Swing Care as a leading authority in treating fibromyalgia and foster new patient growth.
Challenge
Our main challenge was creating a trustworthy, compelling new brand in a healthcare space with a hard-to-reach patient community.
I was tasked with creating high-fidelity designs and providing development-ready files. The first issue I had to address was the visual similarity between Swing Therapeutics and Swing Care; a project requirement was to visually differentiate them.
The absence of a brand strategy added complexity, requiring me to create a coherent brand narrative and align the visual elements so they resonated with Swing Care’s target audience.
Voices from the Research
Early research surfaced a common and painful theme: many people with fibromyalgia felt disregarded by their doctors and had lost trust in them. This insight made it clear that empathy and trust had to be at the heart of the brand.
Approach
I advocated for establishing a brand strategy and led its definition. I then used that strategy to evolve the visual identity and build a cohesive design system that informed the website.
Using audience insights, I facilitated cross-functional workshops with colleagues and leaders to define the mission, vision, values, and personality. This framework guided the identity and design-system decisions.
I partnered with the Senior Product Designer to create high-fidelity designs, advocated for an additional mobile breakpoint, and engaged engineering early to reduce implementation risks.
To secure alignment, I shared sample pages for early feedback and later delivered a final presentation that earned approval from the CEO and co-founder.
Visual Identity
I refined Swing Care’s visual identity—choosing a type system, expanding the color palette, defining an illustration style, and establishing a photography direction. Every decision was grounded in the brand’s personality.
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I explored and tested serif and sans-serif pairings that balance warmth and expertise. After testing in low-fidelity layouts, I chose a heading/body combo that worked well across devices.
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I extended the palette with complementary hues to add calm and contrast. Emphasizing a few new colors helped distinguish Swing Care from Swing Therapeutics while maintaining cohesion.
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I selected an illustration that was easy to replicate and worked well with the rest of the elements, strengthening storytelling across materials.
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With no budget for custom shoots, I curated a stock photography style that felt natural, authentic, and empowering.
Design System
Building on the refreshed visual identity, I developed a lightweight design system to support consistency and scalability across digital, print, and in-person experiences.
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I established a responsive type scale using best practices for marketing websites, selecting a ratio that worked well across mobile, desktop, and print applications.
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Using the expanded palette as a foundation, I created color variants, defined neutral and communication colors, and tested for accessibility to ensure inclusive design.
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I explored size and stroke variations using Material Symbols and created a starter icon set aligned with the brand’s style and functional needs.
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I began with foundational UI elements, designing a button set that supported both light and dark modes and could scale across digital and physical touchpoints.
Marketing Website
With the visual identity and design system in place, I brought the strategy to life through the marketing website, translating design principles into a cohesive, engaging digital experience.
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I tested different color combinations across sample pages and shared initial concepts with the product team. Their feedback helped guide refinements, and together we aligned on a final direction.
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I incorporated a mix of purchased illustrations and custom ones—modifying existing assets and creating new ones from scratch to fit the design. For photography, we used stock images to stay within budget, guided by the established visual tone. Our plan was to later replace these with original photos of practitioners and patients.
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Once the overall look and feel were defined, I applied them across key pages, refining layout and structure. I shared high-fidelity designs with the product team and iterated based on their feedback.
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At this stage, I designed more complex interface components, defining their states, transitions, and behavior to create a smooth and consistent user experience.
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I presented the complete high-fidelity website designs to the CEO and stakeholders. The work was well-received and approved for development.
Impact
Drove Patient Growth
The comprehensive brand strategy I developed served as a guiding framework for both the internal team and external vendors. This alignment enabled Swing Care to hit critical patient growth KPIs.
Built Credibility and Trust
A consistent brand presence and intuitive user experience across all channels helped establish Swing Care as a credible, patient-centered clinic, fostering confidence among a skeptical audience
Set the Stage for Improvements
The first version of the Swing Care website laid the groundwork for testing, iteration, and future improvements. It supported the clinic’s launch, patient acquisition, and partnerships with insurance companies nationwide.