Edna I. Figueroa isan established pediatrician in San Juan, Puerto Rico, who has been successfullyrunning her private practice for nine years. Now, with the terrible recessionthe island is going through and the multiple health care problems, patientshave ceased to seek her care. Parents have diminished or ceased their clinicalvisits in order to save money, hurting Edna’s practice and jeopardizing thechild’s health by not taking him or her to receive the proper treatment. The purpose of this project is to re-inspire the patient tocome back into the office and to separate her from the traditional untactfulmedical look. Edna’s practice did not have a proper branding system. Formshanded out to the patient were in different formats, clunky, overwhelming, withfrequent use of unprofessional Spanglish, and sometimes even difficult tounderstand. No logo was present and the business card had the traditionalpediatrician corny look: happy children sketches and stars. This new solutionis meant to be serious and classic, like a doctor, but still maintainingchildlike energy through the stylistic choices.
photographed by Theresa Stebe