Dr. McDougall Visual Identity & Brand Guidelines

John McDougall, MD, is a physician, speaker, and best-selling author who advocates for a whole food, starch-based diet to treat chronic disease. Together with his wife, he co-founded the Dr. McDougall Health & Medical Center, offering a pioneering medical program dedicated to healing chronic illness through expert medical care and world-class education. I collaborated with the Dr. McDougall Health & Medical Center to create comprehensive brand guidelines that would bring consistency to their packaging, print materials, and digital presence. As a legacy brand evolving in a modern market, they needed a toolkit that preserved their values while refreshing their look and feel. I developed a robust set of standards, including logo usage, stationery systems, color and typography specs, and photography direction. The end result was a cleanly designed guide that helps internal and external teams apply the brand consistently across all touchpoints.

Art Direction, Brand Guidelines, Brand Identity, Visual Language
Agency: AkinsParker | Illustrator: Sheila Martinez
Cover page page for Dr. McDougall brand guidelines
Introduction page for Dr. McDougall brand guidelines
Introduction page for Dr. McDougall brand guidelines
Wordmark page for Dr. McDougall brand guidelines
Logo usage and clear space rules page for Dr. McDougall brand guidelines
Logo usage and clear space rules page for Dr. McDougall brand guidelines
Logo usage and clear space rules page for Dr. McDougall brand guidelines
Logo usage and clear space rules page for Dr. McDougall brand guidelines
Logo usage and clear space rules page for Dr. McDougall brand guidelines
Logo usage and clear space rules page for Dr. McDougall brand guidelines
Logo usage and clear space rules page for Dr. McDougall brand guidelines
Typography page for Dr. McDougall brand guidelines
Typography page for Dr. McDougall brand guidelines
Typography page for Dr. McDougall brand guidelines
Typography page for Dr. McDougall brand guidelines
Color palette page for Dr. McDougall brand guidelines
Color palette page for Dr. McDougall brand guidelines
Color palette page for Dr. McDougall brand guidelines
Illustration page for Dr. McDougall brand guidelines
Illustration page for Dr. McDougall brand guidelines
Illustration page for Dr. McDougall brand guidelines
Illustration page for Dr. McDougall brand guidelines
Illustration page for Dr. McDougall brand guidelines
Illustration page for Dr. McDougall brand guidelines
Patterns page for Dr. McDougall brand guidelines
Photography page for Dr. McDougall brand guidelines
Photography page for Dr. McDougall brand guidelines
Design collateral page for Dr. McDougall brand guidelines
Design collateral page for Dr. McDougall brand guidelines
Design collateral page for Dr. McDougall brand guidelines
Design collateral page for Dr. McDougall brand guidelines
Design collateral page for Dr. McDougall brand guidelines
Social media page for Dr. McDougall brand guidelines
Design collateral page for Dr. McDougall brand guidelines
Contact page for Dr. McDougall brand guidelines

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