One Medical Kids

This work was completed with the amazing talent at One Medical, Little Moving Pictures and Tim Lahan in San Francisco, California. The team consisted of Chris Peel, Robyn Hoke, Graham Paterson and Bineshii Hermes-Roach.

With 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.

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%.

We saw positive results immediately, with over 4,000 new pediatric members signing up after the launch of One Medical Kids. Comments from parents and children described the sub-brand as delightful and entertaining. In the first two years following the launch, One Medical Kids grew over 700%.