We partnered with Lassie to relaunch their brand as they set out to reimagine the doctor's office, from brand identity and website through to product design.

Lassie was founded by Frédéric Renken and Steijn Pelle after witnessing practitioners buried under a mountain of claim paperwork. They’ve built an AI that handles the admin so doctors can get back to what matters most: their patients. Now serving 700+ practices across America, Lassie approached us to relaunch their brand as they entered their next chapter. Following a thorough strategy phase, we worked with them from the ground up on brand identity, a new website, launch assets, and product design and development. We also helped design their new office with architectural practice Mork-Ulnes.

With this relaunch, we set out to build a brand with the intelligence and quiet confidence of a trusted doctor. We developed a visual identity centred on the California poppy — Lassie's symbol — and carried that natural warmth through the whole site. Fluid motion, clean layouts and imagery rooted in the California landscape give the brand a clarity and reassurance that mirrors the product itself. Since the relaunch, Lassie has gone on to secure their Series A funding. We continue to work closely with the team on a 2.0 version of the site as well as ongoing product development. The doctor's office is just the beginning.

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Director and Photographer
Michael Cukr, @michaelcukr