National Vascular Associates: Social Media & Design
Overview
I was tasked with designing an Instagram post using content from one of our existing websites. The goal is to create a visually compelling post that aligns with our brand identity while clearly communicating a message or value to our primary audience: the senior community. The design should feel trustworthy, polished, and accessible, speaking directly to the concerns and interests of a more mature demographic.
Service
Social Media Design
Software
Adobe Illustrator, Adobe Photoshop, Figma
Problem
On fast-paced platforms like Instagram, it's challenging to engage older audiences, as many posts prioritize trendy, cluttered visuals over the clarity and tone that resonate with them, causing important messages to be overlooked.
Solution
By creating a clean, approachable Instagram post using content from our website, we can effectively reach the senior community. The design should include clear messaging, large, legible text, and warm, professional imagery that builds trust. With an informative yet conversational tone, the post will prioritize clarity and purpose to boost engagement and reinforce our brand’s relevance.
Following the guideline, which was provided to me, is important because it ensures consistency, builds trust, and strengthens brand recognition across all touchpoints. It helps communicate with a unified voice and visual identity, which makes the brand feel reliable and professional.
Drafted Brief
Research
Who We Are
At National Vascular Associates (NVA), we are proud to be a leading provider of advanced vascular care. Our team of skilled vascular surgeons, interventional radiologists, and support staff is dedicated to improving the health and well-being of every patient who walks through our doors. With a focus on compassion, innovation, and collaboration, we’re committed to delivering personalized solutions for complex vascular conditions.
Brand Guidelines
I created a brief to establish the visual direction for the designs. This is a working document that will evolve throughout the creative process, not every concept will make it to the final stage. It serves as a foundation to guide my approach and help clarify the overall vision.
Instagram Multi-post
Caption with Call-to-Action
The caption uses direct questions to immediately connect with viewers experiencing symptoms, followed by clear value messaging about early detection. A simple swipe prompt encourages engagement, while 'Book your consultation today' provides a clear next step. Strategic hashtags expand reach within the health and wellness community, ensuring the content reaches those actively seeking vascular health information.
Design Decisions & Elements
We're targeting mature audiences who prioritize accessible, no-nonsense content. They want clear, direct communication that gets to the point quickly, with information presented in a way that's easy to scan and digest.
Color
After reviewing the Instagram account @nationalvascularvabeach, it is consistent with the color palette of the brand guidelines. We want to continue to stick with the specific blues and color red. Together, these colors visually reflect the core of vascular care, arteries and veins, while also building credibility through medical color associations that patients intuitively understand.
Our Mission
To enhance the lives of our patients by providing exceptional, patient-centered vascular care through innovation, excellence, and a commitment to integrity.
Website: www.nationalvasc.com
Imagery
Including images is important because visuals capture attention and help convey reliability at a glance. High-quality images of the team, facility, or patient success stories help humanize the practice and create a sense of professionalism and care. For older audiences especially, clear and relatable imagery can increase confidence in the practice and make posts more engaging and memorable than text alone.
Icons
The caption uses direct questions to immediately connect with viewers experiencing symptoms, followed by clear value messaging about early detection. A simple swipe prompt encourages engagement, while 'Book your consultation today' provides a clear next step. Strategic hashtags expand reach within the health and wellness community, ensuring the content reaches those actively seeking vascular health information.
Background
Drawing inspiration from the National Vascular Associates website, I decided to integrate the layered box background treatment. This design element helps create visual continuity and reinforces brand recognition across platforms.
Context
Content should prioritize clarity through thoughtful design. Strategic hierarchy directs attention where it's needed, while plain language replaces medical terminology for better accessibility. Important concepts are emphasized visually, making the information both scannable and memorable.