--- title: "Dr. Daniel De Zubiría Case Study | Mattriz Studio" description: "Brand identity, an 11-page site, online scheduling and full infrastructure for an allergy practice in Bogotá: domain, hosting, analytics, SEO, Google Business." lang: en url: https://mattriz.com/project/dr-daniel-de-zubiria/ --- > Brand identity, an 11-page site, online scheduling and full infrastructure for an allergy practice in Bogotá: domain, hosting, analytics, SEO, Google Business. Case study 2026 # Dr. Daniel De Zubiría An allergy practice in Bogotá: a complete brand, 11 pages and everything behind them. A full identity, an 11-page website and the whole infrastructure behind it (domain, hosting, analytics, SEO, Google Business) for a pediatric and adult allergy practice. Four fronts from one place, nothing subcontracted, built between July and September 2026. [Visit the site](https://drdanieldezubiria.com/) ## At a glance - **Client**: Dr. Daniel De Zubiría - **Specialty**: Pediatric & adult allergy - **Location**: Bogotá, Colombia - **Services**: Brand Identity, UI/UX Design, Web Development, SEO **Results** - **801**: Times it showed up on Google - **48**: Visits from search, no ads - **3.1**: Average position for “alergólogo bogotá” The real site: the hand-made particle field reacting to the cursor, light and dark mode, what we treat and a condition page. The brief ## A new practice, ready from day one. A doctor opening his practice needs more than a website: a brand that works on a business card and on WhatsApp, pages that explain conditions the way patients search for them, a clear path to an appointment, and the infrastructure to keep all of it running. So the work covered four fronts from the same place: identity, website, scheduling and infrastructure. Nothing was subcontracted. ![Home page in light mode](https://mattriz.com/media/projects/dezubiria/dz-site-home-1600.webp) ![Home page in dark mode, on the brand navy](https://mattriz.com/media/projects/dezubiria/dz-site-home-dark-1600.webp) Light and dark mode, with the same palette declared once as tokens. ![Business card, front: the logo on navy with the amber rule](https://mattriz.com/media/projects/dezubiria/dz-tarjeta-frente-1134.webp) ![Business card, back: contact details on paper white](https://mattriz.com/media/projects/dezubiria/dz-tarjeta-reverso-1134.webp) The business card. Every print file has its text converted to curves, so the printer never needs the fonts. Identity ## Three typefaces, three colours, one system. A type system where each font has one job: Instrument Serif for the logo, Newsreader for headlines, Karla for body text. A three-colour palette (navy #1B3A94, ink #1B2C52, amber #C9822F) declared once as tokens, so the website and the printed pieces never drift apart. - Logo in three lockups (horizontal, stacked, name only), each in navy and in white - 39 application files: WhatsApp and Google profiles, banners, share image, favicons, letterheads in three variants and a business card - Vectors with text converted to curves, so the printer doesn’t depend on having the fonts - An identity manual with usage rules and minimum sizes ![LinkedIn banner with the horizontal logo](https://mattriz.com/media/projects/dezubiria/dz-linkedin-1584.webp) ![WhatsApp Business cover with address and phone](https://mattriz.com/media/projects/dezubiria/dz-whatsapp-1200.webp) ![Google Business Profile cover](https://mattriz.com/media/projects/dezubiria/dz-google-1080.webp) The same system on WhatsApp Business and Google Business Profile. The website ## 11 pages, built by hand. All the medical content is Daniel’s own words. Not a line was rewritten: in healthcare, the copy isn’t the designer’s. - **Home**: Hero, what we treat (8 conditions), services and procedures (7), immunotherapy and recommendations, the doctor’s profile and a closing call to action. - **8 condition pages**: Each with symptoms, treatment, cross-links to related conditions and its own call to action. - **Blog**: With its first article, on the skin prick test. - **A particle field in canvas**: Hand-made, not from a library: organic drift from phase-shifted sines, depth layers, cursor repulsion. It pauses off-screen and switches off if the system asks for less motion. - **Light and dark mode**: Remembered between visits, including when going back in the browser history. Plus a defence against iOS forced dark mode, which broke text contrast. - **Smooth scrolling**: With Lenis, on desktop only. ![What we treat: eight conditions](https://mattriz.com/media/projects/dezubiria/dz-site-tratamos-1600.webp) ![Asthma condition page with its own booking card](https://mattriz.com/media/projects/dezubiria/dz-site-asma-1600.webp) Each condition page has its own call to action: book online first, WhatsApp second. ![Home page on a phone](https://mattriz.com/media/projects/dezubiria/dz-m-home-900.webp) ![Asthma page on a phone](https://mattriz.com/media/projects/dezubiria/dz-m-asma-900.webp) ![Hives and angioedema page on a phone](https://mattriz.com/media/projects/dezubiria/dz-m-urticaria-900.webp) Scheduling ## A deliberate hierarchy, from visit to appointment. 1. **Book online first, WhatsApp second**: The primary button goes to the SaludTools online calendar; a secondary text link goes to WhatsApp. 2. **Two exceptions where talking is right**: The header and the “Not sure which is your case?” card lead only to WhatsApp. 3. **A message that changes with the page**: The WhatsApp message comes pre-written and depends on where the patient is: someone reading about allergic rhinitis writes differently from someone reading about hives. 4. **Every booking link is tagged**: Links to SaludTools carry UTM parameters, so each booking can be attributed to its page. Infrastructure & SEO ## Two migrations, not one broken URL. The site first lived on Netlify and then moved to Cloudflare Pages; the domain moved from alergologodezubiria.com to drdanieldezubiria.com while it cost nothing: no printed cards and no rankings to lose. 1. **Domain**: drdanieldezubiria.com on Cloudflare; the previous alergologodezubiria.com redirects with a 301 and keeps the path. 2. **Hosting**: Cloudflare Pages with an automatic deploy on every push. 3. **Structured data**: Physician, MedicalCondition and MedicalSignOrSymptom, plus sitemap, dynamic robots.txt and Open Graph. 4. **Google Search Console**: Domain property verified and sitemap submitted. 5. **Analytics without cookies**: Cloudflare Web Analytics: no cookies and no consent banner. 6. **Google Business Profile**: Created, verified and branded. ![The doctor’s profile and training](https://mattriz.com/media/projects/dezubiria/dz-site-doctor-1600.webp) ![Dr. Daniel De Zubiría, allergy specialist in Bogotá: navy brand card with the typographic logo](https://mattriz.com/media/projects/dezubiria/dz-og-1200.webp) ![Letterhead with the logo and the practice address](https://mattriz.com/media/projects/dezubiria/dz-membrete-1200.webp) One of three letterhead variants. First weeks on Google ## A site that has just been born, already found. Google Search Console, August 18 to September 24, 2026\. The practice had just opened and nothing was paid for: these are early numbers, not a trend. - **801**: Times it showed up on Google - **48**: Visits from search, no ads - **3.1**: Average position for “alergólogo bogotá” 89% of those appearances were in Colombia and 69% on a phone. The average position improved from 11.5 in the first half of the period to 7.8 in the second. What comes next is ongoing work: monthly maintenance and a chatbot for patients. It was a graduation gift. The scope wasn’t cut because of that. ## Stack Astro 5, hand-written CSS with design tokens, vanilla JavaScript. No styling frameworks. ## Type Instrument Serif (logo), Newsreader (headlines), Karla (body). ## Timeline From the first scoping conversation on July 20, 2026 to a complete brand and site in a little over two months. ## Opening a practice, a studio, a business? We build the brand, the site and everything behind them, and keep it running every month. That’s what Mattriz does. [Tell us about your project](https://mattriz.com/contact/) [Visit the live site drdanieldezubiria.com](https://drdanieldezubiria.com/) --- ## About Mattriz Mattriz is a design and development studio based in Bogotá, Colombia, working with businesses across the US and Latin America. We design the brand, build the website, the online store or the booking and payment system, and keep it running every month. AI speeds up the work; the decisions stay with us. - What we build: booking and operations systems, payment integration (Square, Stripe, Wompi), custom admin dashboards, automation and follow-up, websites that convert. - How we work: a monthly plan to build, maintain and keep improving. No one-off projects. - Capacity: three active clients at a time, a deliberate limit. - Languages: English and Spanish. - Contact: contacto@mattriz.com · https://mattriz.com/contact/ - Book a free 30-minute call: https://calendly.com/contacto-mattriz/30min - Free website scanner: https://mattriz.com/scan/ - Everything about the studio for AI assistants: https://mattriz.com/llms.txt