athenahealth:
Reimagining the future of healthcare.
Discipline:
Brand Identity
Strategy
Spaces
Apparel
Recruiting
Collateral
Signage
Digital
Social
OOH
Advertising
In a stale and quiet category, we worked to completely reimagine the brand identity, paying careful attention to historical elements of brand equity along the way. The result is a flexible and robust design system that will push the innovative tech company into the future for years to come.
The healthcare category is largely devoid of saturated color. In stark contrast, we embraced it with open arms, bringing energy and life to the innovative product offering.
Brand Color Palette:
Complex medical terminology can be difficult to explain. We built a library of static and moving assets to quickly conveys topics like business growth, interoperability and more.
Building an Asset Library
Patterns & Motion Language
We pulled apart organic elements of the logo form to create fluid animations that symbolize the organization's approach to filling in care gaps.
Employees want to believe in the brand they represent and in the professional path they’ve chosen. For athena, we created a wide variety of apparel and merchandise to build culture, help retention and aid in recruitment efforts.
We created a simple way for the complex brand to visually communicate areas of specialty. From facilities like Urgent Care to medical specialties like Urology, the new design system accommodates it all.
