Dr. Daniel De Zubiría Case Study

Case study2026

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

Client: Dr. Daniel De Zubiría
Specialty: Pediatric & adult allergy
Location: Bogotá, Colombia
Services: Brand Identity
UI/UX Design
Web Development
SEO

The real site: the hand-made particle field reacting to the cursor, light and dark mode, what we treat and a condition page.

(01) 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.

Light and dark mode, with the same palette declared once as tokens.

Business card, back: contact details on paper white — The business card. Every print file has its text converted to curves, so the printer never needs the fonts.

(02) 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

WhatsApp Business cover with address and phone

The same system on WhatsApp Business and Google Business Profile.

(03) 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.

01
Home
Hero, what we treat (8 conditions), services and procedures (7), immunotherapy and recommendations, the doctor’s profile and a closing call to action.
02
8 condition pages
Each with symptoms, treatment, cross-links to related conditions and its own call to action.
03
Blog
With its first article, on the skin prick test.
04
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.
05
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.
06
Smooth scrolling
With Lenis, on desktop only.

Asthma condition page with its own booking card — Each condition page has its own call to action: book online first, WhatsApp second.

(04) Scheduling

A deliberate hierarchy, from visit to appointment.

01Book online first, WhatsApp secondThe primary button goes to the SaludTools online calendar; a secondary text link goes to WhatsApp.
02Two exceptions where talking is rightThe header and the “Not sure which is your case?” card lead only to WhatsApp.
03A message that changes with the pageThe WhatsApp message comes pre-written and depends on where the patient is: someone reading about allergic rhinitis writes differently from someone reading about hives.
04Every booking link is taggedLinks to SaludTools carry UTM parameters, so each booking can be attributed to its page.

(05) 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.

01Domaindrdanieldezubiria.com on Cloudflare; the previous alergologodezubiria.com redirects with a 301 and keeps the path.
02HostingCloudflare Pages with an automatic deploy on every push.
03Structured dataPhysician, MedicalCondition and MedicalSignOrSymptom, plus sitemap, dynamic robots.txt and Open Graph.
04Google Search ConsoleDomain property verified and sitemap submitted.
05Analytics without cookiesCloudflare Web Analytics: no cookies and no consent banner.
06Google Business ProfileCreated, verified and branded.

One of three letterhead variants.

(06) 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.

801Times it showed up on Google
48Visits from search, no ads
3.1Average 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

Visit the live sitedrdanieldezubiria.com

Next projectPosada Cárcamo Abogados Visit the site

A new practice, ready from day one.

Three typefaces, three colours, one system.

11 pages, built by hand.

Home

8 condition pages

Blog

A particle field in canvas

Light and dark mode

Smooth scrolling