GMKA’s brand makeover: how we redefined one of the largest Med&Ed Tech platforms in Ukraine

GMKA is a nonprofit that brings together healthcare pros, scientists, government officials, and business leaders worldwide. They’re on a mission to level up healthcare in Ukraine, making it better and more accessible for everyone.

GMKA knew they were something special, but couldn’t quite put their finger on it. And here we entered the game with strategic sessions, finding that their true core is about sharing simple, evidence-based medical info.

We aimed to create an easy-to-use design system grounded in evidence-based medicine. Since GMKA runs multiple medical projects, we went with the “Branded House” approach, giving each project its own identity while bringing them together under a shared flavor.

To add personality and flexibility, we also created custom illustrations that are easy to modify across all touchpoints.

GMKA wants to be relatable to both doctors and patients. So, we introduced the star of the show: GUMKA, the eraser-shaped mascot. 

GUMKA erases outdated approaches, bad practices, and gaps in knowledge with a simple swipe. He pops up wherever there’s a need to highlight, warn, or simplify something. Why an eraser? GMKA’s nickname in the Ukrainian medical community is “GUMKA,” which, fittingly, means Eraser. The case when a mascot really gets the brand!

The GMKA brand speaks loudly and across various channels. To keep the same style & vibe, we developed a set of digital assets (banners for socials, email templates, backgrounds) and a design system that lets designers of any skill level recreate these visuals easily. No more guessing—just keeping consistent communication with well-done kits.

When the brand went offline at a national healthcare forum in Lviv, we backed up their presence with a few more assets. Starting from scratch and delivering everything in just 10 days, we crafted the event's logo and color system, banners, roll-ups, and dynamic stage videos.

Over 280 attendees marked a fresh visual presence that energized the event and firmly positioned GMKA as a leading authority in Ukraine’s healthcare landscape.

GMKA’s website has it all: medical articles, free courses, educational videos, and events. As they were scaling rapidly, they needed a more functional design. 

So we didn’t just update their visuals; we re-engineered the website and changed its architecture based on user preferences. Two distinct pathways—one for doctors, one for patients—so both sides get exactly what they need.

Our scope included a sitemap and 25 pages. To ensure it doesn’t just look good but also works, we sprinkled some SEO moves for indexing and search. And it definitely paid off: the site ranks highly on Google and receives a lot of traffic—only in 2025 did traffic increase by 268.66%.

The GMKA website is built on Strapi CMS, enabling their team to quickly add or update content. Moreover, it works effortlessly in two languages: Ukrainian and English.

We also implemented extra functionality for course registration, payments, and donations via PayPal. Because meaningful projects deserve advanced tech!