John McKnight, M.D.

John McKnight, M.D. is a New York-based private practice offering personalized, integrated primary care. After working for two decades in the NYC hospital system, Dr. McKnight opened his own practice so that he could better nurture the doctor-patient relationship.

The brand identity and website were developed to underscore the highly personal approach of Dr. McKnight, with paper textures and hand-drawn elements imbuing the design with a human touch. The simple, airy design is meant to feel calm, open, and refreshing — attributes that the practice itself embodies. With patients both young and old, the site’s functionality and clarity were also of the utmost importance. The simplicity of the identity lends the practice a sophisticated, intuitive, and trustworthy sensibility.

Brand identity
Print materials
Digital assets
Website design & development