Medrock Pharmacy
A rebrand built to grow on
Medrock Pharmacy is a compounding pharmacy that serves dermatology practices and their patients. In 2020 it was one pharmacy in Florida, with one sales rep and a template website it couldn’t change. I designed its new logo first, then built a website out of it, made to take on whatever the business added next. Medrock now runs three pharmacies and serves more than thirty states, and its own team runs the site.
The homepage. Grey, purple, and plenty of white space, all drawn from the logo.
Medrock's own team runs the site, and I'm on call for the heavy lifting
- Client
- Medrock Pharmacy
- Where
- Started in Tampa, Florida, and now in Florida, Tennessee, and Texas
- Business
- A compounding pharmacy that serves dermatology practices and their patients
- Working together since
- 2020
- What I did
- The logo, the website, an online store, search work and copywriting, and the features added as the pharmacy grew
From one pharmacy to three
The moments that mattered, and the results that followed.
The logo came first, in six rounds over one month. The new site went live in April 2021, and Google traffic climbed every year after, while the pharmacy grew from one location to three.
The pharmacy
A business built on focus.
Medrock Pharmacy is a compounding pharmacy that specializes in dermatology. Its customers are dermatology practices and their patients. Its line is "The Pharmacy with Focus," and focus is the idea behind the whole business. It does one kind of work, for one specialty, and it aims to do it better than a pharmacy that does everything.
Ash Ahmed founded Medrock and built it on that idea. He cares about every detail of how the business looks, from the first impression on a practice that has never heard of it to the way a product sits on a page. He was hands-on in this project from the first logo sketch.
That focus decides who the website is for. A dermatology practice chooses which pharmacy to work with, and the people it serves follow. So the site's first job was to make a practice that had never used Medrock take one look and feel confident about it.
The logo and website project
One pharmacy, one sales rep, and a website it had outgrown.
When the project started in 2020, Medrock was a single pharmacy in Florida with one local sales rep. New business came the way it often does in that world. A rep visits a practice and leaves the pharmacy's printed reference guide behind. It worked, and it was slow, and it stopped at the edge of the territory one person can drive. The pharmacy's website ran on a template it couldn't change or add to.
Ash asked for a full rebrand, with the logo first and the website built around it. On his design survey, he described the look he wanted as modern, professional, refined, orderly, and unique, and he chose six words for the brand, which were caring, focused, idealistic, responsive, scientific, and trustworthy. He wanted grey as the main color, with purple, maroon, and black, and he summed up the site in four phrases, "Simplicity, Big Fonts, Background video, Ease of use."
- 1a full rebrand, logo first
- 2caring, focused, scientific
- 3simple, big type, easy to use
One pharmacy, and one rep to carry the guide
The branding and web design work
The logo first, then a website made out of it, built as a platform the business could grow on.
A logo built from a molecule
Ash and I worked through six rounds of the logo in about a month. The shapes were his idea. They come from melanin, the pigment that gives skin its color. He sent me images of its molecular structure, and the mark is built from its six- and five-sided rings, in purple and maroon, set in a grey mortar, the bowl of the old pharmacy symbol. A second version, Medrock Dermatology, sits beside it. The brand colors and the type came with the logo, so every piece after it could match.
Ash sends melanin
A website drawn from the mark
Everything on the site came out of that logo, including the colors, the type, the restraint, and the way a product looks when it sits on a page. The headings are large and light, the pages are mostly white space, and the purple is saved for the buttons, so the next step always stands out. A pharmacy that takes that much care with how it looks is telling a practice something before it has read a word.
the mark
Two audiences, two paths
The practices and the people they send need different things, so each has a side of the site built for them. The practices' side does the selling work a rep used to do in person. A practice can sign up as a partner and, once the pharmacy approves it, open a members-only area with the pharmacy's full reference guide online, matched tab for tab to the printed book and searchable. It can also order printed materials, ask for a rep to visit, and watch short how-to videos. When a new edition of the guide comes out, the pharmacy updates the online version itself.
A store on the same build
After launch, I added DermShop, an online store for skincare products, on the same build and without starting over. It shares the site's look, so it reads as part of the pharmacy.
Need a brand and a website built together?
Tell me about your businessResults
The pharmacy grew, and the site kept pace.
Google sent more visits
+79%Google search visits, April to September 2024 against 2023In the last six months before the handoff, Google sent 47,318 visits to the site, against 26,433 in the same months a year earlier. The site was still growing when Medrock's own team took it over.
More visits became orders
3.6xOrders, sign-ups and form requests, the same monthsThe forms, the store and the partner sign-up did the work. From April to September 2024, the site logged 3.6 times as many orders, sign-ups and form requests as in the same months of 2023.
New states, the same site
3Pharmacies on one website, with no rebuildThe growth is Medrock's. One Florida pharmacy became three, in Florida, Tennessee, and Texas, serving more than thirty states. That growth belongs to the pharmacy, to its service, its pricing, and the reputation it has built with the practices it works with.
The website kept up without a rebuild. When the Tennessee pharmacy opened, every form on the site began sending requests to the right team by state. New sales reps went onto the partner sign-up form as they joined. As the pharmacy added states, I built the locations map and added each state to it.
The guide outgrew the website.
The clearest sign is what happened to the members-only reference guide. The online version I built has since grown into an app of the pharmacy's own. That is what should happen to a good idea when a business outgrows the first version of it.
Planning to grow into new places?
Tell me where you're headed"Years later, I'm still proud of what we built together."
"Working with Josh on MedRock Pharmacy's logo and website, and continuing to work with him as our business grew, has been a great experience.
He created a logo that was both creative and elegant, with typography that brought that same elegance to our website. The website felt ahead of its time, especially the customized sections for our healthcare providers.
Josh brought innovative ideas while understanding what we needed as a pharmacy and how the site would serve our audience. The process was seamless. We could easily track progress, and edits and updates were handled promptly.
That responsiveness has been just as valuable over the years as it was during the original project. For any business owner considering Josh, I would recommend him wholeheartedly.
He combines a creative mind with an organized, efficient process and dependable ongoing support. Years later, I'm still proud of what we built together."
The business today
Their team runs it. I'm there for the heavy lifting.
Along the way, I taught Ash to make his own changes, with written guides and short videos, on adding products, editing the sign-up form, and writing page titles for Google. As the pharmacy grew, it brought on its own technical team, and in 2024 that team took over the site and the accounts behind it. They build on it themselves, and I'm on call for the bigger jobs.
I count that as the best outcome this project could have had. Some clients want me to handle everything, and I do. Medrock wanted to own its site, and it was built so it could.
- Adding a product
- Editing the sign-up form
- Writing page titles for Google
Small business website
A site built for two audiences, with a members-only area for partner practices.
Growth features
Forms routed by state, a locations map, and new reps added as it grew.
Training and handoff
Guides and videos, then the site handed to the pharmacy's own team in 2024.
Looking back
Ash is picky, in the best way. He was there for every round of the logo, pushing me to make it better and better, and I'm glad he did, because what we ended up with was so much more special. I really appreciate a client who does that.
I still think some of the pages on his site are among the prettiest I've ever designed, especially on a desktop screen.
Since the site launched, I've watched his business grow from one pharmacy to three, serving more than 30 states. He saw a need nobody was filling and just went out and made it happen.
I really admire him, as a business owner and as a person.
Questions about this project
Still have a question?
Ask me directlyWhy design the logo before the website?
Because the website is made from it. Medrock's logo set the colors, the type, and the feel, and the site was built out of all three. Designing them in that order meant each choice was made once.
How do you build a site for two different audiences?
Give each audience its own path. Medrock's partner practices and the people they send need different things, so each has its own pages, its own forms, and its own way in from the homepage. Neither has to wade through what the other needs.
Can a website grow into new locations and states?
Yes, if it's built for it. Medrock went from one pharmacy to three on the same site. The forms learned to route requests by state, the locations map grew with each new state, and new reps went onto the sign-up form as they joined.
Can my own team take over the website later?
Yes. I taught Medrock's owner to make his own changes with guides and videos, and in 2024 the pharmacy's own team took over the site. A site built cleanly is a site someone else can run. If you'd rather I keep handling it, I do that too.
Can you do this for a business like mine?
Yes, if your business sells to other businesses and to the people they serve, or if you need a brand and a website built together. The work starts with who your customers are, what each of them needs to see, and where the business is headed. We settle what yours needs on a short call, and you always know what comes next.
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Tell me where your business is headed.
Send a few lines about your business, who your customers are, and what you need first, whether a logo, a website, or both. Your request comes straight to me, and I’ll reply to set up a short call. Start with the form.