Priority Physicians, Indiana’s first and only true concierge medical practice, partnered with Borshoff to elevate its brand identity and online presence. While Priority Physicians had built a strong reputation over two decades, its visual identity and website no longer reflected the sophistication, personalization and value that define its patient experience. 

Borshoff developed a refreshed brand identity and comprehensive Brand Guide that included a modernized color palette and typography, flexible design templates, and a refined brand voice built around empathy, accessibility and expertise. The new look and feel helped position Priority Physicians as a premium healthcare partner, focused on deep, lasting physician-patient relationships. 

We also completely redesigned the website to reflect the updated brand and enhance the user experience. The new site is mobile-first, ADA-compliant and designed to clearly communicate the benefits of concierge medicine, simplify the patient journey and encourage inquiry—all while reinforcing Priority Physicians distinct positioning in the market.