Case Studies

Excel Health

Excel Health is a multi-tiered physicians office in Calgary, located on Macleod Trail near downtown, that offers personalized care through its Executive Clinic, Family Practice, Walk-In Clinic and Pharmacy. Excel Health understands that health and wellness is about more than reactive care and strives to put patients first by providing them with the resources necessary to take ownership of their health. With a team of trusted experts, the centre provides an unprecedented level of care with access to specialists, treatments and many other services.

As a new clinic looking to establish its presence in the city, the Excel Health team enlisted the help of William Joseph to develop a brand that encompasses both luxury and a commitment to health.




Before even opening its doors, the team of medical experts that founded Excel Health sought out the guidance of William Joseph to develop a brand that would be elevated yet approachable and would differentiate it from other clinics in the city. Determined to provide all patients with a luxurious experience from beginning to end, the WJ team understood the purpose behind Excel Health and its goal to develop a concept infused with professional elegance that translated to every aspect of the brand, including everything from the logo and website to the interior design of the physical space.

Unafraid to take risks and trusting of our expertise, Excel worked collaboratively with WJ to bring a luxurious, accessible clinic to the city and would leave a lasting impression on whoever walks through the doors.


A New


In order to create synergy within all aspects of the brand, it was imperative that the website reflect the simple yet elegant nature of the clinic. All details, from the logo colours to the imagery and simplicity of the layout serve to communicate the brand essence: simplicity is the new luxury. The bold colouring of the logo against the understated backdrop of the website creates a bold statement that emphasizes the professional elegance of the brand. With a desire to provide an elevated experience yet remain approachable to all potential patients, the website is welcoming and informative, providing readers with the information they need in order to make important decisions about their healthcare.

The look and feel of the website emulate the approachable yet elegant functionality that is prominent in current luxury brands. To continue the intention of developing a cohesive brand that is reflected throughout every aspect of Excel Health, the website serves to prioritize health and important information while being presented in a sophisticated and visually appealing manner, much like the design of the clinic itself.




Social Media






Infusing the brand essence into all facets of Excel Health required building marketing materials that mirrored the simple elegance of the clinic. This included the development of a brochure, direct mailers, stationary materials, grand opening invites, social media assets and much more. William Joseph also developed and managed social media strategy and implementation to ensure Excel Health reached the right audiences at the right time. The WJ team also planned and executed media relations tactics, including the development and pitching of a press release, resulting in media coverage that included a feature on Calgary’s CTV Morning Live.

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