CASE STUDY / 2020

F|Docs Scholars Programme

A premium medical education ecosystem built to support UK doctors from final-year study through Foundation Training and specialty applications.

CLIENT

Medics.Academy · In-house product

ROLE

Lead Product Designer · Brand & Art Direction

SCOPE

Product · Brand · Education · Launch

TEAM

Cross-functional medical education team

FDocs Scholars programme journey from medical school through foundation training

01 / OVERVIEW

One programme. One coherent learning ecosystem.

F|Docs Scholars is a flagship education programme supporting UK medical students from their final year of medical school through Foundation Training and into specialty applications.

Structured education, exam preparation, career coaching and application support were brought together in a single experience—giving learners a clear path through one of the most demanding transitions in medicine.

02 / THE CHALLENGE

Earn trust in a competitive MedEd market.

The brief was to create a premium educational brand and digital product capable of standing apart while feeling credible to aspiring doctors, educators and programme partners.

The product could not live in isolation. It needed a visual ecosystem broad enough for teaching, conferences, partnerships, campaigns and future programme growth—without fragmenting the brand at every new touchpoint.

03 / SOLUTION

Design the brand and the product as one system.

I led the overall creative direction from concept through launch, shaping the identity, UX and visual language across the complete F|Docs Scholars experience.

Working closely with the in-house illustration team, I defined the visual guidelines, directed the illustration style and reviewed production while every final illustration and 3D asset was produced internally.

A visual ecosystem for every point of contact.

Product UI/UX

Brand identity

Illustration direction

Pitch decks

Teaching materials

Conference assets

Campaign systems

Launch communications

FDocs Scholars launch campaign and programme roadmap

04 / ART DIRECTION

Make complex medicine feel precise, human and ownable.

The illustration system translated specialist medical content into a consistent visual language—detailed enough to be educational, distinctive enough to build recognition.

I set the art direction and feedback process for the internal team, balancing anatomical credibility with an approachable visual character that could work across learning materials, marketing and live events.

FDocs Scholars medical illustration covers

SYSTEM / 01

A consistent cover language gave original medical artwork a recognisable home across the programme.

FDocs Scholars anatomical illustration sheets

05 / SYSTEM AT SCALE

Consistency without creative repetition.

The system had to stretch from educational diagrams to investor presentations, event environments, social campaigns and stakeholder communications without losing its identity.

Shared typography, layouts, image treatments and production guidelines made the brand easier to extend while keeping every interaction professional and instantly recognisable.

FDocs Scholars presentation, report and stakeholder communication system

FDocs Scholars library of original medical illustrations

06 / CORE TEAM

Built with medical educators and an in-house illustration team.

Dr Hiba Khan

F|Docs Scholars Director

Mateusz Gidaszewski

Lead Product Design, Branding & Art Direction

Tiziana Ruiu

3D Modelling & Illustration

Charlie Dixon

Illustration

Dr Elle Lever

Illustration

07 / IMPACT

56%

of all UK Foundation Doctors signed up in 2020.

The visual identity, product experience and launch assets helped establish F|Docs as one of the UK’s leading medical education brands.

Beyond launch, the cohesive system enabled the programme to scale consistently across digital products, education, conferences, campaigns and stakeholder communications.