Brand Identity · Dorado, Puerto Rico · 2024
Tropical Med
Building a healthcare brand from nothing, for a membership business that now runs at more than $2.5M a year.
Global Rescue asked me to build a premium concierge medical brand from the ground up in Dorado, Puerto Rico.
The challenge was positioning a $17,500-a-year healthcare membership somewhere between concierge hospitality and clinical authority.
The result launched fully enrolled and has since grown to 142 active memberships, serving roughly 250 people and generating more than $2.5M in annual membership revenue.
There was no brand of any kind when the work started. No name, no logo, no collateral, no digital presence. Every piece a member would eventually touch had to be built, and each one had to earn trust at first contact with some of the most discerning residents in the Caribbean.
Medical brands are usually clinical. Lifestyle brands aren’t trusted for healthcare. TotalCare PRiority had to be both: warm enough to feel like a concierge membership, authoritative enough to carry a Johns Hopkins partnership and Global Rescue’s air ambulance infrastructure.
The suite ran from print to digital: a premium welcome pack, a two-page membership acquisition flyer, enrollment forms, website pages at globalrescue.com/tropicalmed, and digital advertising. Each piece had a different job inside the same system, and the identity, palette, and type were built to let them do those jobs without pulling apart.
The Bigger Idea
The challenge wasn’t simply to make a premium healthcare brand look premium. It was to create enough warmth to make the membership desirable without giving up the trust and authority people expect from healthcare. Every touchpoint had to do both.
Impact
01 Brand System
Identity
Warm enough to feel like a concierge membership, authoritative enough to carry a Johns Hopkins partnership.
Design Guide
Built from the name treatment out: wordmark, color palette, typography, and the ’+’ mark that runs through every touchpoint.
That ’+’ does two things at once. It’s the universal healthcare symbol, and it signals addition: the idea that this membership adds something meaningful to your life in Dorado. One mark holding both halves of the positioning.
The system was documented so it could be applied by whoever touched it next: primary and accent colour, the Avenir Next range and the sizes it runs at, an icon set, and button specs. Print, web, and the enrollment forms stayed one brand without anyone having to ask.
02 Print · Member Onboarding
The Welcome Pack
The first physical thing a member touches. For most, the first healthcare relationship they were building after relocating to the island.
The welcome pack is the moment the membership becomes real. A four-panel folder holds a personalized letter from the chairman, two quick-start guides, and a set of benefit inserts, mailed in a branded envelope.
At this price point, the unboxing is part of the product. The print finish, stock weight, and order in which pieces were encountered were all intentional, specified rather than left to the printer.
03 Print · Documents
Member Guides
Everything a member needs in the first week, written to be read once and remembered.
The guides cover app onboarding, booking a first appointment, emergency-room protocol, hospital guidelines, and how the membership sits alongside existing insurance.
Members read these once, usually in their first week on the island, and need to recall them months later. So they were written for retention rather than reference, in the same tone of quiet reassurance as the rest of the system.
04 Print · Acquisition
Membership Flyer
The piece that had to close at $17,500 a year — service tiers, physician bios, and the Johns Hopkins partnership on two pages.
The acquisition flyer carries the commercial weight of the system. Two pages detailing service tiers, physician bios, the Johns Hopkins partnership, facilities, and pricing, designed to close at $17,500 to $22,500 per year.
Different pieces had different jobs. The welcome pack confirms a decision already made. This one has to make it.
Credits
Creative Direction
Joseph Lambert
Design
Zia Rehman
Joseph Lambert
Development
Husnain Ashraf
Global Rescue
CMO
VP Marketing
Tropical Medical Services Co.
Medical Director
Operations Lead
