Introducing MedX: The Evolution of Migrant Health Center Into a New Medical Experience
New Brand and Campaign Conceptual
In a world where healthcare is rapidly evolving, brands must do more than look modern — they must feel relevant. That’s exactly what inspired the transformation of Migrant Health Center into MedX (Medical Experience) — a rebranding effort designed to reflect the future of healthcare and the expectations of the communities it serves.
At Gio Camacho Inc., we were honored to lead this transformation. From strategic analysis to brand creation and rollout, we worked closely with the organization to build something more than a new name — we built a new identity, one rooted in purpose, people, and possibility.
A Name That Reflects Where Healthcare Is Headed
The name MedX was not chosen lightly. It emerged through a deep process of market research, competitive analysis, and conversations with stakeholders and patients. Our goal was to identify a name that reflected not only what the organization does, but what it stands for.
MedX stands for Medical Experience, a concept that encapsulates the shift happening in healthcare today — from transactional to relational, from fragmented to integrated, from sterile to human. It speaks to a brand that’s not only about providing care, but about transforming how care is felt, delivered, and remembered.
More Than a Look — A Strategy for Connection
Along with developing the name, we were responsible for creating the entire brand system, including:
Logo and visual identity
Color palette and typography
Messaging framework and tone of voice
Brand guidelines and applications
But our work didn’t stop there. We also crafted and executed the brand launch strategy, ensuring that the transition from Migrant to MedX was not only smooth, but meaningful. This included:
Internal brand alignment sessions
Community-facing announcements
Launch campaigns (digital, print, on-site)
Visual storytelling through photos and videos
Social media rollout and content
A New Brand, A Stronger Mission
MedX isn’t just a rebrand — it’s a renewed commitment. A commitment to better serve the people of Puerto Rico with integrated, human-centered care. A commitment to reflect where healthcare is going — and to lead that movement with purpose and pride.
We’re proud to have partnered on a project that goes beyond aesthetics and into what truly matters: creating a brand that represents care in every sense of the word.