A clinical organization operating across multiple locations needed a brand system that could hold together without requiring constant creative intervention.
I built a scalable visual system, identity, guidelines, templates, and digital assets that enabled consistent brand execution across sites, staff, and patient-facing touchpoints as the organization grew.
I built a scalable visual system, identity, guidelines, templates, and digital assets that enabled consistent brand execution across sites, staff, and patient-facing touchpoints as the organization grew.
CLIENT ▸ ILCV, Institut Lorrain du Cœur et des Vaisseaux, France
YEAR ▸ 2014 - 2015
AREA ▸ Healthcare — Cardiovascular Clinic Network
AUDIENCE ▸ Patient, Referring Provider
SCOPE ▸ Brand system, multi-site governance, print and digital applications
SCALE ▸ 3 sites, 16 templates, 12-month engagement
ROLE ▸ Brand Lead
TEAM ▸ Led 2 designers (digital campaign)
PROCESS ▸ Audit across sites → positioning → identity system → templates and guidelines → rollout and governance
YEAR ▸ 2014 - 2015
AREA ▸ Healthcare — Cardiovascular Clinic Network
AUDIENCE ▸ Patient, Referring Provider
SCOPE ▸ Brand system, multi-site governance, print and digital applications
SCALE ▸ 3 sites, 16 templates, 12-month engagement
ROLE ▸ Brand Lead
TEAM ▸ Led 2 designers (digital campaign)
PROCESS ▸ Audit across sites → positioning → identity system → templates and guidelines → rollout and governance
The Challenge
Develop a cohesive brand system for a clinical organization operating across multiple touchpoints
Establish clarity and authority in a highly regulated healthcare environment
Create a scalable framework capable of supporting growth and service expansion
Develop a cohesive brand system for a clinical organization operating across multiple touchpoints
Establish clarity and authority in a highly regulated healthcare environment
Create a scalable framework capable of supporting growth and service expansion
Strategic Approach
Position the clinic as precise, modern, and patient-centered
Build a system-first identity that prioritizes structure, readability, and consistency
Align brand perception with clinical rigor and operational efficiency
Position the clinic as precise, modern, and patient-centered
Build a system-first identity that prioritizes structure, readability, and consistency
Align brand perception with clinical rigor and operational efficiency
Creative Solution
A disciplined visual architecture built around typographic hierarchy and grid logic
A clear, modular system adaptable across print, digital, and clinical materials
A restrained color and layout language, reinforcing trust and professionalism
A disciplined visual architecture built around typographic hierarchy and grid logic
A clear, modular system adaptable across print, digital, and clinical materials
A restrained color and layout language, reinforcing trust and professionalism
System & Scope
Logo and core identity architecture
Comprehensive brand system with defined hierarchy and layout rules
Templates for clinical documentation, marketing, and internal communication
Digital alignment across website and patient-facing materials
Logo and core identity architecture
Comprehensive brand system with defined hierarchy and layout rules
Templates for clinical documentation, marketing, and internal communication
Digital alignment across website and patient-facing materials
Deliverables
+ Logo and identity system
+ Brand guidelines and implementation framework
+ Print and digital templates
+ Website visual direction
+ Logo and identity system
+ Brand guidelines and implementation framework
+ Print and digital templates
+ Website visual direction
Role & Leadership
Brand Design Lead
Built and governed the clinical brand system end-to-end and led a team of two designers on the digital campaign.
Aligned stakeholders across sites and ensured consistency across digital, print, and institutional touchpoints as the organization grew.
Brand Design Lead
Built and governed the clinical brand system end-to-end and led a team of two designers on the digital campaign.
Aligned stakeholders across sites and ensured consistency across digital, print, and institutional touchpoints as the organization grew.
On The Work
In healthcare, brand systems are operational tools, not aesthetic layers.
In healthcare, brand systems are operational tools, not aesthetic layers.
The test is not whether the guidelines look good. It is whether the receptionist printing a sign at eight in the morning ends up with something on brand.
A disciplined identity improves clarity, reinforces trust, and removes friction from every interaction, including the ones nobody designs for.
The logo was engineered as a clean, typographic mark,
reflecting precision, stability, and institutional confidence.
reflecting precision, stability, and institutional confidence.
Want to create a healthcare brand that leads with trusted excellence & innovation?
