Lakeside Natural Medicine

Lakeside Natural Medicine is a group practice of naturopathic doctors based in Wisconsin who believe in doing things differently — listening deeply, treating root causes, and building real relationships with their patients. Their philosophy was thoughtful and intentional. Their brand, just wasn’t quite keeping up.

My strategy was to bring warmth and character back into the brand without sacrificing the clean, modern feel they were after. I leaned into hand-drawn botanical illustrations to give the identity a human, organic quality — a visual language that mirrors the practice’s whole-body, roots-first approach to medicine. Then I layered in a modern color palette that broke away from the muted, forgettable tones common in wellness branding. The result is a brand system that feels fresh and distinctive while still being calm and approachable.

Explore the live website here!