Brands evolve over time
And One Medical is no exception.
The primary care brand’s photography catalog — once category-leading — had become stale and misaligned to the brand in 2024. It needed to evolve in three key ways:
Better ALIGN TO business & marketing GoALS
Align characters and scenarios with target consumers, consume and user journeys, and support the next 1-2 years’ growth and engagement campaigns.
CONVEY MEANING & FEELING
Express the “MEANING” of the One Medical brand, and specifically, the feeling of a good health experience (which can be relief, happiness, empowerment, etc).
ARTICULATE CATEGORY differentiators
Convey the “HOW” of One Medical’s unique experience.
THREE DAYS.
THREE LOCATIONS.
The Team
Photographer: Jake Stangel
Creative Director: Jessica Lacombe
Associate Creative Directors: Hannah Cusworth & Natasha Foote
Senior Creative Producer: Marlene Barahona
Senior Video Producer: Graham Paterson
Creative production & art direction team: Bineshii Hermes-Roach & Emma Clarke
Production Coordinator: Nadia Hunter
Creative studio partner: Giant