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.
- Client
- Dr. Daniel De Zubiría
- Specialty
- Pediatric & adult allergy
- Location
- Bogotá, Colombia
(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.
(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
(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.
(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.
(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.
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