Pioneering Medicine into the Future: Charleston’s First and Only Direct-care Dermatology Practice
1. Brand Identity
2. Website Design
3. Website Development
4. Creative Direction
5. Photography + Video
6. Content Strategy (Social Media)
Mara Dermatology was founded with a clear mission to make dermatologic care more affordable, accessible, and inclusive. Through a direct-care model, patients receive personalized, expert treatment from board-certified dermatologists without the use of insurance or unnecessary middlemen. As healthcare continues to evolve, Mara Dermatology is leading the way in bringing this modern approach to Charleston, SC.
MARA DERMATOLOLGY
CAPABILITIES
Creative Direction
Photography + Video
Copywriting
Campaigns
Strategy + Insights
Brand Identity
Website Design
Swag + Merch Design
Content Strategy
We knew that building a brand that was first to market in its category would be no small task, but we were up for the challenge. The brand needed to feel professional and trustworthy while remaining warm, welcoming, and inclusive. It couldn’t come across as cold or clinical like a typical medical office. Instead, it needed to reflect personality, comfort, and connection to make patients feel at ease. Our goal was to design an identity that reimagined what modern healthcare could look and feel like.
Drs. Fiona Rahbar and Joni Mazza have spent years practicing medicine and witnessing firsthand how the traditional healthcare system fails patients. Between sky-high premiums, limited in-network options, copays, and the inevitable surprise bills, they knew there had to be a better way. Their answer? A new, modern approach to healthcare built on transparency and accessibility. Enter: The direct-care model.
Designing a Brand for a New Era of Care
As consumers of healthcare ourselves, we understood Dr. Rahbar and Dr. Mazza’s frustration with traditional insurance-based systems. They had experienced the challenges firsthand as providers, and we have felt them just as strongly as patients. Those shared experiences became the foundation for building a brand shaped by people who want better options for care.
OUR STRATEGIC APPROACH
We began by researching similar direct-care medical practices in New York, Los Angeles, and Texas. Our goal was to understand how they spoke about direct care compared to traditional insurance-based models. What we discovered was that many of these practices used a tone that did not align with Dr. Rahbar and Dr. Mazza’s vision. They wanted to avoid criticizing insurance companies or creating negativity. Instead, they aimed to maintain an optimistic, welcoming tone that educated patients on the challenges of traditional insurance while keeping the message positive and empowering.
Guided by the desire for a warm, welcoming, and uplifting brand, we looked to nature for inspiration. Since Charleston is a coastal city, elements of water and greenery deeply resonated with Dr. Rahbar and Dr. Mazza. The resulting color palette was designed to reflect the calming, soothing qualities of the natural world, creating a sense of tranquility that mirrors the care patients receive.
When it came to the logo, Dr. Rahbar loved that Mara Dermatology’s initials formed “MD.” As a medical practice, it felt fitting and was a clever coincidence. The emblem was created as an abstract interpretation of those initials, designed to pair seamlessly with the wordmark while remaining strong and recognizable on its own.
As we brought the brand to life online, it was important that the digital presence carried the same warmth and inviting tone. The copy was crafted to educate rather than criticize, keeping the message clear and approachable. Every element was designed to help patients easily understand the practice and feel confident exploring this new direct-care model.
Through a mix of creative photography and educational content, the brand came to life on social media. We focused on conversational, talking-style videos where the doctors shared insights on skin health and explained their direct-care model in short, engaging 30–60 second clips. This approach captured audience attention, built trust, and ultimately led to an increase in patient bookings through their EMR system.
Mara Dermatology is leading the movement toward direct-care practice models in Charleston and beyond, putting patients at the center of care instead of insurance companies. Since opening, the practice has received more than 40 five-star Google reviews, gained over 600 new Instagram followers, and continues to grow its patient base.
THE END RESULT
When we decided to open our practice, we knew we needed our brand to stand out amongst the other dermatology practices in Charleston. We came to Glo looking for something extraordinary, and they nailed it. They took the vision for what we wanted to create and completely brought it to life. We're so thankful for the Glo Team and for choosing an agency that listened to us and brought our brand to life.
Dr. Fiona Rahbar
Co-Founder, Mara Dermatology
TESTIMONIAL
2
300%
600+
Successful press campaigns with Loving Living Local and Lowcountry Live.
Increase in overall website traffic.
New Instagram followers since launch.
