Visual Identity System: UC Integrative Health & Wellness
Our challenge was to create a visual system that reflected the mission and aims of an academic program and that would appeal to patients, medical students, faculty, and the community. Previous imagery relied too heavily on Eastern iconography of wellness that conveyed "spa / retreat" — yoga on the beach, lotus blossoms, stacked rocks, water ripples — rather than evidence-based lifestyle medicine. Through two focus group sessions, we lead the Center's leadership through audit and brainstorm exercises to develop a brand statement, identify their five strategic aims, and select correlative imagery, color and mood boards. Using the golden spiral concept as a metaphor for balance in one's health and life, the imagery arrangement can be tailored to specific audiences, programs or events. Care was taken to abide by the branding standards of the university and hospital system.
Design products include: rotating web banners, slide deck templates, note cards, and flyer templates.