Elle Medicine

WHAT WE DID

Brand Strategy & Research

Naming & Positioning

Visual Identity Design

Brand Guidelines

Website Design & Development

Copywriting & SEO/AEO

Membership & CRM Integration

After more than 23 years caring for women in Dallas, Dr. Michelle Heintges envisioned a different kind of healthcare practice built around better patient outcomes. It's one free from rushed appointments, insurance limitations, and fragmented care.

When we met, the practice was in the idea phase and needed a brand and business experience built from the ground up. We helped bring that vision to life, from research and positioning to naming, identity, and a fully integrated membership website. The result is Elle Medicine: a concierge practice designed entirely around women.

Woman reading her phone while sitting at a cafe

Strategy & Research

Why would women invest in a healthcare membership beyond traditional insurance? That question shaped our approach.

Our strategist, Amanda Hornyak, conducted stakeholder workshops, patient interviews, and competitive research to identify an opportunity in Dallas's crowded concierge healthcare market. The answer was a practice built by a women's health expert, exclusively for women, with personalized care at every stage of life.

That insight became the foundation for Elle's positioning, purpose, messaging, and defining belief: Women's healthcare must change.

Elle Medicine Purpose Statement. We make it easy for women to achieve their personal goals for health and wellness so that they can live the life they want.

NAMING

We needed a name that felt less like a healthcare service and more like a promise. After exploring multiple directions, we landed on Elle — the French pronoun for "she." Simple, elegant, and distinctly feminine. Paired with "Medicine," it balances warmth and sophistication with clinical credibility.

The tagline, Live the Life You Want, connects the brand directly to its purpose: helping women take control of their health and live on their terms.

BRAND IDENTITY DESIGN

We created a visual identity that feels modern, sophisticated, and quietly confident—bringing a sense of warmth and luxury to healthcare without feeling exclusive or unapproachable.

The custom wordmark is constructed from soft, rounded bars that extend into a cohesive visual language. Those same forms inspired a family of pictograms, signature curves, and subtle design details used throughout the brand. The result is a distinctive, flexible identity designed to feel unmistakably Elle at every touchpoint.

BRAND GUIDELINES

To ensure consistency as Elle grows, we developed a comprehensive 42-page brand guidelines book covering everything from strategy and messaging to logos, typography, color, imagery, and tone of voice. It gives the Elle team and future design vendors a solid foundation for building and maintaining the brand across every experience.

While we didn't design the physical space, Elle's architect was able to translate elements of the brand's visual language into the office's luxury buildout, creating a cohesive experience that extends beyond the screen.

WEBSITE DESIGN & DEV

For a membership-based practice, the website needed to do more than introduce the brand. It needed to build trust, communicate value, and turn prospective patients into members.

Designed and developed in Webflow, the site brings Elle's visual identity to life through thoughtful typography, signature curves, bold photography, and subtle interactions.

Beyond design, we built the digital infrastructure to support membership management with Outseta, payment processing through Stripe, and consultation scheduling via Calendly. We also developed SEO and AEO content to help patients discover Elle through traditional and AI-powered search.

The result is a seamless digital experience built to support the practice from day one.

Elle Medicine Website Homepage on a laptop

launch

In less than a year, Elle Medicine evolved from a founder's vision into a fully realized healthcare brand with a clear strategy, distinctive identity, and connected digital experience ready to welcome its first patients.

Woman on a tennis court wearing all white and a white Elle Medicine hat

CREDITS

Clients: Paul Heintges, MPH Advisory, Elle Medicine

Creative Direction & Design: Michael Harman

Strategy & Naming: Amanda Hornyak

Copywriting: Jess Linnett

Website Development: Harman Friday

ELLE MEDICINE

WomeN'S healthcare, reimagined