One to One Health
This company wants you to fall in love with healthcare. One to One Health built its name on clinics, but its real innovation was TextCare—a text-first virtual service bringing concierge-level care to the working masses. Their site didn’t reflect that. It siloed services, buried the lede, and missed the human heartbeat of the brand. I led a strategic overhaul of their website and brand expression to clarify their identity, elevate TextCare, and position both services as part of one radically relationship-centered model.
Creative Direction, Brand Strategy, Digital Design, Content Strategy, Art DirectionBefore/after
Like a well-meaning brochure stuck in time—heavy, clinical, and easy to overlook. The old site conveyed information, but not identity. It lacked the warmth, clarity, and momentum the company had already earned.
Before homepage
After homepage
Patient-centered strategy
Stakeholder interviews and competitive analysis revealed the essence of One to One’s approach. Founded by Dr. Keith Helton, their model stems from his practice of deeply personalized primary care, where patients develop authentic relationships with providers who truly know them. While competitors claim to “transform” and “disrupt” healthcare through technology alone, One to One makes concierge-level care accessible to everyday Americans.
My Scalable Excellence positioning captured this perfectly—they weren’t just scaling operations, but scaling impact. TextCare extends its high-touch, relationship-centered approach beyond physical clinics, allowing more patients to experience the life-changing benefits of continuity of care. I directed messaging demonstrating how technology enhances, rather than replaces, these essential human connections, positioning One to One as pioneers of a model that could fundamentally reshape American healthcare.
My role
Creative Direction
Brand Strategy
UX/UI & Visual Design
Art Direction
Content Strategy
Video Production
Team LeadershipCollaborators
Josh McManus (M|B|P, Stategic partner)
Joel Steinhaus (M|B|P, Stategic partner)
Emily Corker (M|B|P, Project manager)
Tim Cofield (Videographer, Editor)
Casey Yoshida (Photographer)
McKenzie Lemley (Designer)
William Wagner (Developer)
Ben Cake (Copywriter)
Cole Schafer (Copywriter)
Bringing relationships to life
To demonstrate the power of their approach, I led a cross-disciplinary team to capture authentic stories across multiple channels. Working closely with DP Tim Cofield, I directed content production across 10 locations—gathering testimonials from patients, providers, and executives, including a former U.S. Senator. Tim translated my creative vision into compelling narrative pieces that showcase the real impact of relationship-centered care.
For the photography, I collaborated with photographer Casey Yoshida to develop a visual approach that captured genuine human moments between providers and patients. Under my art direction, Casey created a comprehensive image library that avoids the staged feel of typical healthcare photography in favor of authentic interactions that reflect One to One’s distinctive approach.
Photos by Casey Yoshida
Video by Tim Cofield
Behind the scenes filming testimonial videos at the Center for Healthly Living clinic, Purdue University
A balanced design expression
The visual language I developed walks a deliberate line between clinical expertise and human warmth. I refined their identity through:
Typography that balances professionalism with accessibility
A color palette inspired by clinical environments but softened to feel inviting
Custom illustrations created through AI art direction that reference medical journal diagrams while feeling distinctly human
Authentic video testimonials that capture the genuine connections at the heart of their approach
This deliberate balancing act avoided both the sterile, institutional feel of traditional healthcare and the superficially friendly approach of many digital health startups. Instead, it communicates substantive medical authority alongside genuine human connection, which is exactly what makes their concierge model so effective.
Photo by Casey Yoshida
I have been flinching each time I hear someone say “I checked your website” over the last few weeks—I’m excited for them to do so now. I really think this represents who we are.”
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—Dave Kinzler, CEO, One to One Health, after the website launch
Work that matters
Projects like this one remind me why I love creative direction: the opportunity to drive strategic impact across multiple disciplines while bringing out the best in talented collaborators. I approach every challenge through a strategic lens first, then use design and creative expression to solve tangible business goals. The most rewarding part? When those business goals align with something meaningful.
With One to One Health, I wasn’t just creating another healthcare website. I was helping articulate a vision for how relationship-centered care could transform American healthcare—a model that’s already saving lives and improving outcomes for hundreds of thousands of people. The digital foundation we built will support their continued growth as they expand access to this revolutionary approach nationwide.
As I’ve seen firsthand through this project, when a client is doing something truly unique, genuine, and impactful, it makes all the hard work that much more meaningful.
Deliverables & responsibilities
Brand strategy & positioning
Messaging framework for multiple audiences
Information architecture
Website UX/UI/Visual design
20 testimonial videos
Interview & video production
Art direction across 10 photo and video shoot locations
Comprehensive marketing photo library
16 custom illustrations created through AI art direction & prompt engineering
Visual design system & component library
Content strategy & copywriting direction
Development oversight & QA
Team leadership across writers, designers & developers