Functional Medicine Woman
Client: Dr Daphne Lyell
Period: 2021-ongoing
Healthcare
01 The sneak-peek
The marriage of opposites
Dr Daphne Lyell is a functional medicine doctor whose practice was moving entirely online. BBA Liminal carried her across that threshold — a new identity drawn from centuries-old medical illustration, and a website where patients book and pay for virtual sessions in a few clicks.
02 The liminal moment
Dr Daphne Lyell practises functional, integrative medicine — a discipline that holds science and nature, clinic and wild, in one pair of hands. Her practice stood at a threshold of its own: moving from in-person consultations to operating completely online.
BBA Liminal was asked to help her across. The brief had three parts: a website build; a visual identity that speaks to her healing philosophy; and a streamlined, easy way for clients to book and pay for virtual sessions. The deeper task was continuity of character — making sure that, as the practice left its rooms and moved onto screens, it lost none of the warmth, depth and particular sensibility that patients come to her for. An online practice still has to feel like her.
03 The transformation
We set up the right tools, simply. We helped Dr Lyell identify and set up the digital tools that let patients seamlessly book and pay for virtual sessions directly from her website — the practical spine of a practice that now runs entirely online.
We gave the identity a philosophy. A new brand identity and visual look and feel rolled out across the new website and social media templates — built to say, at a glance, what her healing approach stands for.
We designed with purpose. The identity is rooted in the style of drawings from medicine books centuries ago, with a colour palette that speaks to health, vitality and nature — old knowledge and new practice, held in one visual language.
04 The craft
Professional, and wonderfully wild
Medicine-book drawing meets modern practice: illustrations in the style of centuries-old medical texts, a palette of health, vitality and nature, and a website where the whole practice — booking, payment, consultation — now lives.
05 The validation of purpose
"Dear BBA team, you far outdid my wildest expectations. You took my brand from bland to beautifully aligned with what I stand for and what I dream of bringing into the world. The images and symbols that weave through my site feel professional yet wonderfully wild and witchy at the same time. Being an integrative doctor, the language is the marriage of opposites and I totally love how you managed to portray it."
— Dr Daphne Lyell
Capacity building
Brand identity design
Long-term stewardship
Positioning & narrative
