Wolff Olins Introduces a Friendlier Zocdoc with New Look, Brand Video

By Patrick Coffee 

ICMYI, “Kayak for doctors” company Zocdoc is kind of a big deal. It’s currently valued at $1.8 billion, making it one of the three or four most successful “tech startups” based in New York’s Silicon Alley (urgh). We know this because the company is currently looking for a new office.

On the creative agency side, Zocdoc recently named former BBDO senior art director James Kuczynski as its first creative lead. The client has also continued to work with former GS&P ECD Paul Caiozzo and his associates on a project basis since Goodby’s New York office closed in July.

On the brand side, the company revealed its new face to the world today in a campaign developed by Omnicom consultancy Wolff Olins.

Much of the work consists of a visual redesign of all the brand’s key elements: logo, website, app, brochures, etc. Here’s the new homepage:

zocdoc homepage

The release tells us that the agency’s goal was to create an identity “emphasizing the brand’s core attributes: simple, smart and caring”…or the very opposite of most patients’ experiences in any given doctor’s office or hospital.

Zocdoc VP of marketing/Saatchi & Saatchi vet Richard Fine says, “With this redesign, we are finally matching our design philosophy with the ethos of our brand.” The old logo was pretty soft and friendly too, but we get it.

Here’s the new brand identity video.

Wolff Olins creative director Lisa Smith writes, “Zocdoc is revolutionizing a stale industry to connect with patients in the most simple, relevant and human way,” adding, “its revamped brand and digital experience is only the beginning of what’s to come.”

As Kuczynski told us last month, that could mean more projects involving outside creative teams, if not necessarily entire agencies.

For now, there’s a gif running the entire emotional gamut from satisfied to terrified.

Zocdoc gif


We feel more comfortable already.