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Barr Center

Dec. 2018


Brand Shift
Well-known physician transitions to a new practice needing a new brand and website.

 Barr Center Branding & Website

Pain Management Medical Practice Branding & Website Design

Design Process Produces Iconic Branding and Website for Medical Practice

When Dr. Lisa Barr reached out to us, her pain management medical practice needed branding and a website for the Barr Center for Innovative Pain & Regenerative Therapies in Virginia Beach, VA.

The Challenge

The Barr Center delivers opioid-free, pain management therapies to a variety of patients who’ve tried traditional treatments without success, don’t want surgery and have desire to return to an active lifestyle. Dr. Barr is a physiatrist who practices regenerative medicine. Her team of physical therapists and support staff round out the continuum of pain-management therapies.

"After spending many hours searching the web, I found Alexandra Heseltine and GCMD agency. reached out by email and called her on a Saturday. Much to my surprise she called me back immediately." - Lisa Barr, MD

Brand Identity

Barr Center Brand Identity / Logo DesignThe branding project started with a series of discovery meetings to learn about the goals of the practice, their patients, the modalities they offered and how they’d like to use the website to provide resources for new or returning patients. The challenge was completing the branding and website within a two-and-a-half- to three-month time span.

The strategy was to define the brand identity, logo design and branding guide (colors, fonts, etc.) then move onto the website. We presented the client five distinct designs for consideration. Ultimately, we focused on one concept with a memorable icon and a fresh color palette. The logo, icon and colors work seamless throughout all aspects of the brand identity showing up in stationery, social media, promotional items and the website.

Once the logo and branding guide were completed, we could move into planning and designing the website.

Brand Build-Out

Barr Center Stationery Barr Center - Promo Items


While the website was being built, other aspects of the brand identity were design, printed and delivered. The letterhead, envelopes and business cards all use the practice’s unique logo, icon and colors to create a consistent visual brand within the practice.

We then moved into designing promotional items such as mugs, post-it-notes, stickers and pens, all using the distinctive logo, colors and icon. Finally, banners were designed for practice documents with the same design carried into social media covers and banners. The practice also used the logo and icon in signage and YouTube videos.

The brand identity, stationery, promotional items and social media covers were completed and delivered in about eight weeks. The website launched a few weeks later.

At every step of the way, she and her team delivered passion and professionalism coupled with great talent. - Lisa Barr, MD

Website Design & Development

Dovetailing with the brand identity, the website was initially designed to incorporate eight pages, including the homepage and contact page. As a result of online research conducted by GCMD, it was discovered that potential patients were not searching for the therapies that the Barr Center offered. Rather, they were searching for relief from specific kinds of pain.

This discovery impacted the overall focus, design, and navigation for the website, which was expanded to about 30 pages and includes educational content, patient resources, videos and video testimonials. The completed website is focused on the pain patients are experiencing and talks about innovative therapies for pain relief. See: www.BarrCenter.com.

I am very pleased with my choice of working with Alexandra and the GCMD Agency team. Our immediate successful website launch has been key to our smooth practice transition.- Lisa Barr, MD

Post Website Launch

Following the website launch, we focused on their practice showing up strong in Google searches through online directories. Google My Business was optimized for the practice as this service is often used by patients to locate a medical practice, website, directions or contact information for scheduling appointments.

The website’s SEO and functionality continued to be monitored during our 30-day warranty period following the launch.


The brand was in place when the practice opened and, through social media, is becoming known in the Virginia Beach area at the source for pain management. After three months following the launch of the website, it shows up strong in searches and  continues to grow in activity. The domain ranking is consistently moving up in searches and keyword searches continue to move up as well. 


The website was built on WordPress.




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