Strong branding is critical in healthcare, where the market is competitive, and the decision deeply personal. It builds trust and attracts patients, often through the first touchpoint of design, by signaling to individuals that your facilities are modern, clean, and safe. That your organization puts care and thoughtfulness into every element.

That’s why, when Innovista, a healthcare company out of Texas, wanted to rebrand their organization, they went through an extensive RFP process. And Hey. Agency brought me in to lead the pitch.

As the sole Art Director (Contract), I led the full rebranding project, inclusive of logo design, in-office (in-store) POS and displays, website/app interface, color theory, text hierarchy, social templates, and messaging.

The logo design, which included two core elements, was at the heart of the rebrand:

• The mark: a wrap-around heart, meant to resemble a hug, showcasing how Innovista takes care of their patients, while also conveying its core tenant of all-inclusiveness.

• Typeface: the two “N” letters in the logo were portrayed as simplified arches to represent the ‘open door’ policy that is central to the company’s mission.