Alice Yoo

Zocdoc Brand Refresh

2023 Project Description
The Zocdoc in-house brand team refreshed the brand to better align with the company's mission and refine its visual language, building on the 2016 rebrand by Wolf Olins. Through research into the health-tech landscape, we developed a more authentic visual identity and a comprehensive set of brand guidelines. I led design research, focusing on the illustration style and color palette, and helped scale these elements across emails, marketing campaigns, and product experiences. A/B testing showed a notable increase in both booking and click-through rates.
Brand 
Zocdoc
My Role 
Design/Art Direction/Research

Logo progression
Refreshed flag in Soho at Zocdoc HQ
Branded shapes created to extend brand visual library and encompass brand values
Branded shapes applied across assets, including social and merch
Refreshed social banners, available for Zocdoc team members to use

During this project, I led the art direction and research for illustrations, delving into various styles and identifying an artist who could match Zocdoc’s brand. Take a look!

Branded Illustration
Illustration implemented across provider mailer campaign, emails, and social posts
Branded icons implemented across product pages and modules


The Paper Gown, Zocdoc’s blog, with a refreshed website and posts featured on Zocdoc’s updated social platform
Zocdoc brand guidelines