A Bold Identity for a Modern Healthcare Movement by Michelle Wong

A Bold Identity for a Modern Healthcare Movement

Michelle Wong

Verified

Review

Brand Designer

Web Designer

Creative Director

Adobe Suite

Figma

Webflow

Health Care

Overview

The landscape of physician recruitment was stuck in the past—outdated branding, transactional relationships, and an industry-wide failure to connect with what healthcare professionals truly wanted. Era set out to change that.

With more physicians seeking flexibility, autonomy, and financial growth, locum work was becoming a compelling alternative to traditional career paths. But the existing brands in the space weren’t meeting that demand in a way that felt modern, credible, or aspirational.

Gilfred was brought in to design a brand identity and digital presence that reflected Era’s bold vision—one that put people first, not just placements.

The Challenge

Physicians were frustrated with the status quo—agencies that felt cold, impersonal, and purely transactional. Most locum brands were indistinguishable from one another: generic logos, uninspired websites, and a lack of emotional connection.

Era needed to break through this sea of sameness with an identity that felt fresh, human, and built for today’s physicians. The challenge was twofold:

Differentiate from the industry’s uninspired competitors—visually and strategically.

Position Era as a career partner, not just another staffing agency.

Era’s founder, an industry veteran, saw an opportunity to change the narrative around locum work—transforming it from a backup plan into a modern, flexible career choice that physicians could feel proud of.

Our Approach

Gilfred’s role was to translate this big vision into a cohesive brand identity—one that felt as progressive and ambitious as the physicians it aimed to serve.

Every design decision was made with intention:

A Distinctive Visual Identity – Era needed a brand that balanced warmth with professionalism—something approachable yet credible. The typography, colour palette, and editorial-inspired layout gave the brand a polished, forward-thinking feel.

Authentic, Lifestyle-Driven Imagery – Stock photos weren’t going to cut it. The brand’s photography style focused on real physicians and the career freedom they aspired to—creating a brand that felt human, aspirational, and relatable.

A Seamless Digital Experience – Beyond just aesthetics, the brand had to function effortlessly across touchpoints. Gilfred designed and developed a fully responsive site, ensuring that the online experience matched Era’s modern, people-first positioning.

Execution

Full Brand Identity System

Marketing Website Design & Webflow Development

Creative Direction—Branded Visual Language

Brand Guidelines

Impact

With the launch of Era, the brand now reflects its mission, vision, and values—something its competitors struggle to do.

A brand that finally stands out – no more blending in with the sea of uninspired agencies. Era now has an identity as strong as its mission.

Established trust and credibility – the brand speaks directly to physicians, positioning Era as a career partner rather than a placement agency.

A seamless brand experience – From the website to the visual identity, everything feels cohesive, intentional, and modern.

Final Thoughts

Era set out to redefine what a locum agency could be, and now, its brand matches that ambition.

By stripping away the outdated, corporate feel of traditional locum agencies, Era now stands as a modern, physician-first partner. With a brand that feels as bold and future-focused as its vision, it’s positioned to not just compete—but lead.

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What the client had to say

Michelle is a superstar and an absolute pleasure to work with. In addition to doing excellent work and delivering on time, Michelle proved to be the perfect partner by offering her thoughtful perspective and advice.

Robert Laplante, Workshop Built

Apr 2, 2024, Client

Posted Feb 9, 2025

Era set out to redefine what a locum agency could be, and now, the brand matches that ambition—a brand that feels as bold and future-focused as its vision.

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Timeline

Nov 20, 2023 - Apr 2, 2024

Clients

Workshop Built