Anthony Ghosh MD FRCS rebrand and website

Project Overview
The original Spine MDT brand was created to represent a multidisciplinary team providing joined-up care for patients with spinal conditions. As the practice evolved, there was an opportunity to sharpen its positioning around Anthony Ghosh: a leading consultant spinal neurosurgeon whose clinical expertise provides the central point of trust, direction and care.

The rebrand needed to retain the collaborative strength of the wider specialist network while giving the practice a clearer, more personal identity. The result positioned Anthony at the centre of the patient experience, supported by an established network of healthcare and pain-management professionals.

My Role
I led the creative direction for the project, redefining the brand strategy, visual identity and digital experience. Working closely with Anthony, I developed a clearer brand hierarchy that placed his professional expertise at the forefront while preserving the value of the wider multidisciplinary team.

The work included brand positioning, typography, colour, imagery direction and a flexible set of digital design principles that could be applied consistently across the website and supporting communications.

Website Redevelopment
The website was redesigned as the central platform for the evolved brand. I led the UX and visual direction, restructuring the experience around Anthony’s expertise, the conditions and treatments he specialises in, and the wider care pathway available to patients.

Clearer navigation and content hierarchy made complex medical information easier to understand, while the site reinforced Anthony’s role as the central clinical authority coordinating access to the right specialist support.

Technical performance
Performance was treated as an essential part of the patient experience, not simply a technical benchmark. Alongside the visual redesign, the site was rebuilt to deliver a faster, more stable and more accessible experience across devices, helping patients access meaningful information quickly and easily.

The homepage PageSpeed Performance score improved by 72%. The rebuilt site also achieved a 92/100 Accessibility score, 100/100 for Best Practices and 85/100 for SEO immediately after launch.

Results
The rebrand gave the practice a stronger, more focused identity, positioning Anthony Ghosh as the central source of professional clinical expertise while retaining the collaborative benefit of the Spine MDT network. The website now provides a clear, trusted route for patients to understand their options and access specialist spine care.