We partnered with Professor Mark Rickman to develop a refined brand identity and unified digital presence that reflects his international standing as a leading Lower Limb Orthopaedic and Trauma Surgeon. Our work focused on creating a cohesive brand system and streamlined website experience that enhances clarity for patients, strengthens referral pathways, and brings consistency across all digital platforms.
Brand Identity
We developed a modern, professional brand identity built around precision, clarity,
and trust. This included a bespoke logo, refined typography, and a considered colour palette designed to reflect clinical excellence while maintaining a calm and approachable aesthetic.
A brand guideline was created to ensure consistency across all touchpoints, aligned with co-branding requirements for Wakefield Orthopaedic Clinic and Ad Frac.
Website
We designed and developed a unified website experience by consolidating his
existing multiple digital platforms into a single, streamlined ecosystem under markrickman.com. The site structure was carefully planned to highlight key areas of clinical expertise, with a strong focus on hip arthroscopy as a core component of Professor Rickman’s practice.
The website was built with a strong emphasis on user experience, ensuring intuitive navigation, clear patient pathways, and accessible clinical information to support informed decision-making.
Platform Integration
We integrated and restructured his existing websites to create a more efficient and cohesive system:
- Merged Hipscope content into the primary website
- Maintained AdFrac as a standalone clinic platform.
- Established a centralised hosting and management structure to support scalability and long-term maintenance
Photoshoot
To further elevate the digital presence, we conducted an onsite professional photoshoot to replace and modernise existing imagery. This included updated portrait photography, authentic patient interaction imagery, and high-quality theatre and procedural shots.
The new visual library was designed to better reflect the reality of Professor Rickman’s practice, enhancing authenticity, trust, and connection across the website and wider digital platforms.
Patient Experience
Across all platforms, the focus was on improving clarity, accessibility, and patient experience. Content was structured to support education and confidence, while ensuring seamless pathways for bookings and referrals.
The result is a streamlined digital presence that accurately reflects the scale and expertise of Professor Rickman’s practice while improving usability for both patients and clinicians.
Ongoing Support
Medical Sphere continues to provide ongoing website management, ensuring optimal performance and security for Professor Rickman’s website.
