When we did our research for this project, we were surprised to see how many private-practice cardiologists had generic & dated branding. We took this as an opportunity to set Dr. Lakhani's business apart from the masses. By moving away from the standard reds (read: blood) to colors that invoke comfort, confidence, and energy, we were able to give Lakhani Cardiology a fresh look that appeals to both men & women. Understanding the target audience was very important. It guided our design decisions, enabling us to create an overall pleasant & informative experience for patients.
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