UnlikelyMDs is a community of medical students, MDs and DOs seeking to support students from diverse, disadvantaged, or otherwise challenged or underprivileged backgrounds; they aim to provide hope, inspiration, and support through mentorship and community.
What differentiates UnlikelyMDs from similar organizations is their story-centric approach. Their goal was to appeal to disadvantaged students and potential mentors by sharing inspiring stories of students who have triumph against all odds. After providing them two stylescapes, each emphasizing on different aspects of the brand, they decided to go with a photojournalistic look and feel. The black and white photos, with faces cropped or black out, create an aura of intrigue that sparks readers’ curiosity. At the same time, the faceless photos are like avatars, representing any student that shares the same challenges. The teal color references the medical field, whereas yellow stood for hope. The result is a brand that feels relatable, intimate, hopeful, and inspirational.
After we established the branding, I got to work on their website redesign. In the process, I made many recommendations on content, and improved on the overall user experience. After the website’s completion, I walked the client through how to easily integrate content and make updates.