Dhanai
2026Brand · Web Design · Art Direction

Arden

Spec brand and landing for a concierge primary care membership

  • Spec
  • Brand
  • Web
Open in Figma →
Arden product screenshot

Layouts

Desktop and mobile

Arden desktop landing — full 1440 layout from Figma
Desktop 1440
Arden mobile landing — full 390 layout from Figma
Mobile 390

Placement stills

Clinician and patient laughing at a wooden table in a sunlit room
Art direction — the visit
Three blood draw tubes on a steel tray over linen by a window
Art direction — labs at home

Overview

Arden is a fictional membership primary care practice: hour-long visits, same-week appointments, and a clinician who texts back. Brand, landing, and art-directed photography are all spec.

Problem

Healthtech landings default to blue gradients and stock smiles. Concierge care is selling time and attention, so the page had to feel like a calm, well-lit room rather than an app store listing.

Design system

Cream field, ink type, rust for action, deep moss for trust. Newsreader Light display over Inter. The mark is two overlapping squares, patient and clinician.

  • Editorial split hero: oversized serif headline, copy and CTAs parked bottom-right
  • Wide photo band with a live “Next visit” card as the product proof
  • Generated photography directed for warm, late-afternoon natural light

Outcome

Desktop 1440 and mobile 390 in one Figma file, ready to build. Part of a four-brand spec set exploring how far layout and art direction can push distinct categories apart.