Mar Max Medical
Personal medicine, in an industry that stopped being personal.
Medicine has gotten faster and colder. Get-a-prescription-in-fifteen-minutes services have turned whole areas of care into a form and a checkout. Dr. Eric Wasserman built Mar Max Medical against that grain: get to know the patient and what they actually want, build a program around it, and still be there a month later to ask how it's going.
We built the identity to carry that sentiment. Personal care is nuanced and sometimes uncomfortable, so the brand was made to be open about those uncomfortable moments instead of designing around them.
Sebastian Calvo
Creative Director
Billy DeNatale
Creative Director, Design Lead
RNR
Web Design
Mesh Planet
Web Development
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The body as form and texture instead of a beauty standard.
Medical and wellness brands lean on the same photography: a smiling patient, a model with exactly the body the audience is supposed to want. For a practice built on meeting people where they are, that felt like the wrong first impression. So we treated the body as a source of form and texture rather than a standard to measure against.
Figures sit behind frosted glass. Edges soften, surface detail falls away, and what's left is the shape—closer to a painting than a product shot. The brain fills in what isn't there, and because no face or number is shown, what it fills in is the viewer, not a model. It also solves a practical problem: the imagery can be frank about the body without putting anyone's body on display.
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These topics can be sensitive and personal, but that doesn’t mean they should be sugarcoated.
Most practices handle sensitivity with euphemism — “wellness journeys,” “transformations,” soft focus on everything. It reads as evasive, and patients know it. The tone we developed for Mar Max names things plainly: weight loss is called weight loss, and a consultation is a conversation about what isn’t working. The tone is warm but direct, the way a good doctor talks in the room rather than on a billboard.
A voice of honesty and understanding, not a smooth-talking snake oil salesman.
The benefits of many products in this space are exaggerated or unproven, and peptides are the clearest case. GLP-1 medications pulled peptides into the public eye, but many remain unapproved by the FDA, with limited or no evidence behind their claims.
We crafted a voice that admits what it doesn't know. The brand is candid about what Dr. Wasserman can—and can't—prescribe, and pairs that with a plain account of what the science shows and what it has yet to prove. As patients grow wary of slick language and carefully worded claims, we deliberately chose a voice of honesty and understanding.
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