A charming new brand identity from Wolff Olins for Zocdoc — a tech-first healthcare company focused on patients. The brand has been given a more human, empathetic feel through the introduction of ‘Zee’ – a playful character developed from the ‘Z’ initial in the name. His ever-changing face subtly responds to situations in a human way and is reminiscent of the old smiley face pain charts used by doctors to help patients to convey how they feel.