Luca Holistic Medicine
Dr. Hilary Costello is a naturopathic physician with a passion for the natural healing and the bodies ability to restore balance, support wellbeing, and reconnect us to our bodies. With a foundation in fine arts as a painter, she naturally integrates creativity, precision, and attention to detail into her medical practice. In 2005, she earned her Doctorate in Naturopathic Medicine, and over the years, she has blended her expertise in holistic health with advanced skin care, botanical medicine, and hormonal wellness. Dr. Costello shares her knowledge through LUCA Holistic Medicine, offering patients a thoughtful, integrative approach to health—helping them feel empowered, seen, and supported.
The Mission & Vision
LUCA Holistic Medicine has long been rooted in a patient-centered approach to care, blending naturopathic medicine, botanical wisdom, and holistic wellness. As the practice grew, its online presence became fragmented across multiple platforms, making it difficult to fully capture the essence of the brand and guide patients with ease. Recognizing the need for a unified digital home, the practice set out to create a website that reflects its values, simplifies the patient journey, and provides accessible pathways to care. The new site is designed to embody LUCA’s mission—offering a cohesive, intuitive experience that supports balance, empowerment, and long-term wellbeing.
Goals
Refresh the brand to reflect the medical practice
Simplify and improve the customer experience
Merge three websites into one cohesive platform
The Plan
1. CLARIFY THE BRAND FOUNDATION
Objective: Define Luca Holistic Medicine’s mission, vision, values, and messaging to create a strong, trustworthy brand identity rooted in holistic healing.
This includes refining the brand kit with updated logos, colors, typography, and voice guidelines to ensure consistency across digital and print platforms.
2. IMPROVE PATIENT EXPERIENCE
Objective: Streamline the patient journey to make care more accessible, personal, and supportive at every touchpoint.
This includes updating website navigation, simplifying appointment scheduling, improving service descriptions, and enhancing communication through newsletters and patient portals.
3. UNIFY DIGITAL PRESENCE
Objective: Find the common thread across Luca’s three websites and create a cohesive experience that reflects the practice’s values and offerings.
This includes aligning design, messaging, and functionality so patients encounter a unified brand voice and intuitive navigation no matter which site they visit.
4. ENHANCE MARKETING & COMMUNITY OUTREACH
Objective: Build visibility and trust by connecting with the community through education and storytelling.
This includes refining social media, expanding email marketing, launching health-focused campaigns, and hosting workshops or events that align with Luca’s values.
5. OPTIMIZE THE GROWTH JOURNEY
Objective: Ensure the business is structured for sustainable growth while maintaining high-quality patient care.
This includes improving service presentation, refining patient intake funnels, strengthening follow-up systems, and tracking data for continuous improvement.
The Full Website Build: Luca Holistic Medicine
The goal of this project was to create a website that truly reflects the heart of Luca Holistic Medicine—a space that feels welcoming, professional, and aligned with holistic healing principles. Every element of the site was designed with clarity, usability, and connection in mind, so that patients and community members can easily find the information they need and feel a sense of trust and care.
The website includes:
Homepage: A warm, inviting introduction to the brand, highlighting key services, philosophy, and the team behind the care.
Services Pages: Detailed, easy-to-read descriptions of all treatments and offerings, so visitors can quickly understand what’s available.
Workshops & Events: A dedicated section to showcase upcoming workshops and events, making it simple for participants to learn more and sign up.
Shop or Product Highlights: A space for any new offerings, supplements, or products, presented in a clear, visually appealing way.
Blog / Resources: An area for sharing educational content, tips, and updates that position Luca Holistic Medicine as a trusted source of knowledge.
Contact & Booking: Streamlined forms and clear instructions for scheduling appointments or reaching the team, improving accessibility.
Every page was built to be easy to navigate, mobile-friendly, and visually aligned with Luca’s brand identity, blending professional clarity with a sense of warmth and approachability. The result is a website that not only informs, but also connects and nurtures relationships with patients and the broader community.
Branding & Creative Direction
1. Visual Foundation
We started with the existing logo and packaging designs (created by another designer) and built out mockups and an expanded color palette for the website. This ensured that the digital presence felt cohesive with the physical products while giving the brand a stronger, more versatile identity.
2. Photography Direction
To create visuals that matched the brand’s essence, we partnered with a photographer to develop a detailed shot list. The images were guided by the color palette and brand vibe, designed to enhance customer understanding and reinforce the written copy with clear, consistent storytelling.
3. Brand Expansion
The color palette was further developed to fully embody the brand’s positioning, reflecting its core qualities. Lush, vibrant, and organic tones evoke the richness of tropical botanics, while grounding neutrals and calming hues convey holistic natural health. Clean, precise, and trustworthy accents highlight the brand’s medical professionalism, and fresh, energizing highlights bring a sense of vitality and energy. Together, these colors create a cohesive visual language that communicates the brand’s essence and supports a consistent customer experience.
Email Marketing
For Luca Holistic Medicine, the goal was to create a seamless connection between the website and email newsletters—so that every message reflected the same grounded, healing, and human-centered brand experience.
Goals
Unify the brand experience by aligning the look, feel, and tone of the emails with the website for greater consistency.
Promote workshops and events in a way that felt informative, welcoming, and aligned with Luca’s holistic values.
Highlight new offerings and updates to keep patients and community members engaged and informed.
Strengthen connection by using email as a space for genuine conversation—positioning Luca Holistic Medicine as a trusted resource & a compassionate guide.
www.lucaholisticmedicine.com | Portland, Oregon | 2025 | Photo Credit: Debbie Baxter | Created by Gabriella Tice