Project Overview
Objective: Creating a refreshed look for an established brand that conveyed the goals and mission of the brand, and designing several artifacts to act as a system.
Design Focus: Identity System and Branding
Through months of work, I designed a refreshed brand for University Hospitals, a well-established pillar of healthcare for Northeast Ohio. Therefore, creating this refresh involved a balance of being new while communicating their identified mission and values that I found through my research.
The beginning of this project was creating a new mark, one that was easily recognizable and communicated the purpose of University Hospitals. As seen in the sketches below, I intially focused on the three pillars of University Hospitals: Healing, Teaching, and Discovery. My later sketches were more illustrative and focused on the empathetic care offered by University Hospitals. My final marks were all letterforms, ones that carried the sense of hospitality and professionalism.
Vertical Logo Lockup
Additional Logo Concept
Additional Logo Concept
Branded Materials
Business card, letterhead, and envelope all integrating the new mark while each having a specific design.
Branded Event: Vaccine Clinic
The final stage of this brand/mark refresh was to create a larger piece related to the design beyond simply applying the mark. Considering the brand of University Hospitals, I chose to design signage based around a pop–up vaccine clinic. The designs and planning for this event went through multiple changes, from being presented through multiple panels to involving a reception desk. The end result was a desk that welcomed visitors while posing questions about the flu that would be answered by getting a vaccine.
Vaccine Clinic Sketches
