Tropical Med
Welcome Folder · Front Cover
Welcome Folder · Inside Spread
CEO Welcome Letter · Letterhead
Quick Start Guide · Page 1
Quick Start Guide · Page 2
Membership Flyer · Page 1
Membership Flyer · Page 2
Welcome Pack Insert · Benefits
Branded Envelope
Lifestyle Direction · Dorado, Puerto Rico
Doctors' Center Hospital · Dorado
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.
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.
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 copy tone matched: peace of mind, not feature lists.
The full deliverable suite ran from print to digital — a premium welcome pack (four-panel folder, CEO letter on branded letterhead, two quick-start guides, inserts), 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.
Credits
Global Rescue
Dan Richards — Chairman
[CMO]
[VP Marketing]
Tropical Medical Services Co.
[Medical Director]
[Operations Lead]
Creative
Joseph Lambert — Creative Direction, Brand Design
Deliverables
A complete brand system across print, digital, and member experience — every touchpoint designed to earn trust at $17,500 a year.
Brand Identity
Member Welcome Pack
Membership Collateral
Digital Presence & Ads
Brand Identity
Logo, wordmark, color system, typography, and the '+' mark used as a structural motif throughout the system — threading the universal healthcare symbol into every touchpoint without feeling clinical.
Member Welcome Pack
A physical onboarding suite designed to arrive with the membership: premium four-panel folder, personalized CEO welcome letter, and two quick-start guides covering app onboarding, appointment booking, ER protocol, and hospital guidelines.
Membership Collateral
A two-page membership acquisition flyer detailing service tiers, physician bios, the Johns Hopkins partnership, facilities, and pricing — designed to close at $17,500–$22,500 per year.
Digital Presence & Ads
Website design at globalrescue.com/tropicalmed, quick guide and FAQ pages, enrollment forms, and digital advertising assets — all built to convert the same affluent Dorado audience the print materials reached.
