Brand Identity · Dorado, Puerto Rico · 2024
Tropical Med
Building a healthcare brand from nothing — for a market that would pay $17,500 a year for it.
Global Rescue set out to launch a premium concierge medical service in Dorado, Puerto Rico with no brand of any kind — no name, no logo, no collateral, no digital presence — that needed to command $17,500 a year from some of the most discerning residents in the Caribbean. I built the identity from the ground up and carried it across a full deliverable suite from print to digital, balancing the warmth of a concierge membership against the authority required to carry a Johns Hopkins partnership. It launched fully enrolled and has stayed that way: an original cap of 100 memberships now sits at 142, serving close to 250 people, with a 4.9 member rating and an active waitlist.
When Global Rescue decided to launch a premium concierge medical service in Dorado, Puerto Rico, there was no brand. No name, no logo, no collateral, no digital presence — nothing. The brief was to build a healthcare identity from scratch that could command $17,500 a year from some of the most discerning residents in the Caribbean.
The tension in the brief was real: 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 full deliverable suite ran from print to digital — a premium welcome pack, a two-page membership acquisition flyer, enrollment forms, website pages, and digital advertising. Every piece had to earn trust at first contact, because for most members this was the first healthcare relationship they were building after relocating to the island.
Tropical Med launched fully enrolled and has stayed that way. The original membership cap was 100. It’s now 142 — serving close to 250 people — with a 4.9 member rating and an active waitlist.
Impact
01 Brand System
Identity
Warm enough to feel like a concierge membership, authoritative enough to carry a Johns Hopkins partnership.
I built the brand system from the ground up: the name treatment, wordmark, color palette, typography, and the ’+’ mark that runs throughout every touchpoint.
That ’+’ does two things simultaneously — it’s the universal healthcare symbol, and it signals addition: the idea that this membership adds something meaningful to your life in Dorado.
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, the weight of the stock, and the order the pieces are encountered in were all 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.
The copy tone matched the rest of the system, focusing on peace of mind. Members are reading these once, usually in their first week on the island, and needing to remember them months later.
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.
05 Photography · Digital
Place, Not Hospitals
Photography direction focused on the Dorado coastline, the light, and the people who live there.
Photography direction leaned hard into place and people, not hospitals and equipment: the Dorado coastline, the quality of light, the lifestyle that drew members here in the first place.
The same direction carried into the digital work — website pages at globalrescue.com/tropicalmed, a quick guide and FAQ, enrollment forms, and digital advertising built to convert the same affluent Dorado audience the print materials reached.
Credits
Global Rescue
Dan Richards — Chairman
CMO
VP Marketing
Tropical Medical Services Co.
Medical Director
Operations Lead
Creative
Joseph Lambert — Creative Direction, Brand Design
