MD IV

project overview

MD IV entered the wellness space with a clear point of view: IV therapy shouldn’t feel sterile, transactional, or like an afterthought. It should feel intentional. Elevated. And grounded in real medical expertise.

Founded by emergency medicine physicians, MD IV brings physician-led IV therapy directly to homes, offices, and hotels throughout Philadelphia’s Main Line. Their clients are busy, high-performing, and deeply invested in their health—but the brand landscape they were entering felt either overly clinical or overly “wellness-coded,” lacking credibility.

They came to me before launch, looking to build a brand from the ground up—one that could hold both sides of their offering: medical-grade care and modern, lifestyle-driven wellness.

We began with positioning, defining where MD IV could exist beyond the typical IV service model. The goal wasn’t to look like healthcare—or like a spa—but something in between. A brand that feels trusted, refined, and alive. Something that fits seamlessly into their clients’ routines, alongside the brands they already invest in.

From there, we built a visual identity rooted in vitality and motion. The MD IV wordmark balances clean, softened letterforms with an italicized “IV,” introducing subtle movement and flow—an abstract nod to energy, restoration, and the infusion itself. Supporting marks were designed to be minimal and flexible, allowing the brand to show up consistently across packaging, apparel, vehicles, and digital touchpoints.

The color palette draws from deep blues and warm, golden tones, layered with gradients that feel kinetic rather than decorative. Throughout the system, motion blur and fluid transitions reinforce the idea of recovery in progress—never static, always moving forward.

We carried this direction into a modern, conversion-focused website and a packaging system that organizes MD IV’s infusion offerings into clearly defined, color-coded lines. Each touchpoint was designed to communicate clarity, confidence, and care—without over-explaining.

The result is a brand that feels elevated without being inaccessible, medical without being cold, and modern without chasing trends. MD IV now enters the market with a cohesive identity and a clear position—ready to serve clients who expect more from their wellness experience.

services

Brand Design

Website Design & Development