Creative Direction, Graphic Design

Although the FMOL Health System comprises five hospitals and hundreds of clinics, it lacked a unified branding system. Each location was using one of several versions made over a thirteen-year span, and none of them accurately reflected the health system’s remarkably modern, cutting-edge identity.

I worked with our VP and senior director of marketing to develop a branding system that met four major needs.

• It expresses a modern health system and its heritage that is connected to water.
• It is flexible, allowing each of the five hospitals to restructure the parts as needed while remaining cohesive.
• It is easily adaptable to print, social, web, and multimedia needs.
• It allows large, full-color photography and humanistic elements that connect the system to team members and patients.