Hollywood Urgent General Surgeons

High-level surgical care, with a human heart.

Meet Oscar, Katherine, Lawrence, Anand, Willy and Joshua—the surgeons behind HUGS. This team formed a private practice with two clear goals: provide quality care in a way that supports patients through urgent surgical needs, and help ease pressure on the public health system.

Working collaboratively means more availability, better outcomes, and a considered approach to complex care.

*name changed now to Western General Surgery*

Medical websites are often cold, confusing, and cluttered. Not this one.

The HUGS team wanted a site that felt:

• Professional, but warm

• Easy to use for patients under stress

• Clear on who they are, what they do, and how to get in touch

• Distinct from the lab coats-and-clipboard stock image norm

We also needed to ensure that the site performed well in search results—especially when someone searched for a specific surgeon or procedure.

BRAND DESIGN

A modern emblem of trust.

The HUGS logo is built from the image of a surgeon’s masked face and hat, framed within a shield. It’s subtle, intentional, and rich with meaning:

• The shield speaks to protection, vigilance, and expert care

• The masked face humanises the brand—this is about people, not systems

• The geometric shape brings structure, while the soft curves of the face create approachability

The brand’s scrubs green anchors the palette, supported by warm off-white, soft red, and energetic blue accents. It’s a colour story that feels medical, but not sterile.

We paired this with the Creo typeface—a sans serif with classic proportions and humanist touches—to ensure every word feels grounded, clear, and quietly confident.

The brand was delivered with full guidelines for internal use across everything from PowerPoint templates to printed referrals.

WEB DESIGN

Clean, calm, and ready when you need it.

This website was built for patients under pressure. That meant thoughtful design choices from start to finish:

• A gently flashing “CALL NOW” button makes urgent action easy and obvious

• A modular content structure lets patients search by surgeon, location, or procedure

• Brief surgeon bios boost trust and search engine visibility, and can be easily updated as the team evolves

• Isometric SVG illustrations explain services and surgical processes without the intensity of real-life imagery

• The visual hierarchy and page flow are optimised for both mobile and desktop, ensuring a seamless experience wherever patients find it

Behind the scenes, we’ve implemented strong SEO foundations and a robust CMS, giving the HUGS team full control as they grow.