MEET the CLIENT
ICONA Health was born from both medical expertise and lived experience. Dr. Alan McCool is a board-certified urologist with over two decades of experience in hormone health and vitality. Throughout his career, he saw men receive proactive hormone care, while many women were encouraged to simply push through the changes of midlife.
At the same time, his wife and co-founder, Amy, was living that reality herself. Like many women, Amy didn't immediately recognize the signs of perimenopause — she only knew something felt off. With proper testing and thoughtful hormone care, she began to feel like herself again: rested, strong, and clear-headed.
That shared experience changed everything. Together, Alan and Amy created ICONA Health to provide personalized, compassionate care for women and men navigating midlife and beyond.
PROJECT SCOPE
Branding
Content Creation
Website Design
Photoshoot
Videography
Digital Marketing
Grand Opening Strategy
Health & Wellness
Hormone Therapy
Healthcare Provider
▾ Our Solution
Amy and Alan came to AMD Creative with a vision and the trust to let us build it from the ground up — and with their All In Package, the whole team has played a part in it.
Adelaide led brand identity design, crafting a logo, color palette, and full brand suite that is earthy and refined. Sarah then collaborated with Amy to develop a custom brand voice guide and fine-tune their website copy. Anna built out the custom website and leaned on Bell to plan and execute a full photoshoot, handling everything from art direction to producing a content library ready for both organic and paid use. We also partnered with Dustin at Hot Stack Studios to capture video content that brings the ICONA story to life.
With their Summer 2026 opening on the horizon, Emma has built out a full social media strategy deck to lay the foundation, and Jessica is leading a paid ad campaign to ensure ICONA launches with momentum. Social media management is ongoing as we count down to opening day.
▾ Work
See our
