One Medical Kids
This work was completed with the team at One Medical, Little Moving Pictures and Tim Lahan in San Francisco, California.
BackgroundWith our launch of One Medical Kids, a national pediatric service line, we wanted to give our youngest members something special: a brand that's all theirs. A brand that's uniquely fun but distinctly One Medical.
Process
Identifying the assets that were core to the One Medical brand, we extended the visual system
to resonate with this distinct target audience. Our colorful secondary palette received more
emphasis to infuse a youthful vibrancy, while our messaging adopted a lighthearted tone.
Identifying the assets that were core to the One Medical brand, we extended the visual system
to resonate with this distinct target audience. Our colorful secondary palette received more
emphasis to infuse a youthful vibrancy, while our messaging adopted a lighthearted tone.
Storytelling is a crucial part of our brand narrative, so we decided to uphold illustration as a
major asset. Collaborating with illustrator Tim Lahan, we crafted an inclusive array of characters
designed to be bold, fun, and appealing to young children, while also incorporating wit and
charm to resonate with teenagers and adults.
This collaboration resulted in the creation of over a dozen distinctive characters, enriching the
One Medical Kids sub-brand with depth and personality. These characters were strategically
integrated into various marketing materials and campaigns, supporting our narrative-driven
approach.
Through photo art direction and a comprehensive production plan, we produced a family
commercial and stills on set. The One Medical Kids ads were featured on paid media and
connected TV, proving to be the most successful video ad compared to consumer and
enterprise counterparts, boasting the highest video completion rate of 46%.
Results