Dr. McDougall Visual Identity & Brand Guidelines

Founded by the late John McDougall, MD, a pioneering physician, speaker, and best-selling author, the Dr. McDougall Health & Medical Center advocates for a whole food, starch-based diet to help treat chronic disease. Together with his wife, Dr. McDougall created a groundbreaking medical program dedicated to healing chronic illness through expert care and world-class education. I partnered with the Dr. McDougall Health & Medical Center to create comprehensive brand guidelines that refreshed the visual identity across packaging, print, and digital platforms. As a legacy brand evolving in a modern market, they needed a toolkit that preserved their core values while bringing a clean, contemporary look and feel to every touchpoint. The guidelines included logo usage, stationery systems, color and typography specifications, and photography direction. Following the brand refresh, their digital presence saw significant growth, with Instagram followers increasing from ~0 to over 58,000. The new standards continue to help internal and external teams apply the brand consistently across all platforms.

Art Direction, Brand Guidelines, Brand Identity, Visual Language

Agency: AkinsParker / Illustration: Sheila Martinez