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A new national coalition for equity in health care, Rise to Health aims to transform the health care ecosystem where all people have the power, circumstances, and resources to achieve optimal health. A collaboration between 9 health care organizations, I worked most closely with the Institute for Healthcare Improvement and the American Medical Association to develop the coalition's entire brand identity from scratch, including, but not limited to, the coalition's wordmark, brand guidelines, and web pages.

Tools Used - Adobe Suite (Ae, Ai, Indd, Ps), Figma, PPTx

The word mark was designed to be bold, produce a sense of inclusivity, and visually play off the "rise" element of the coalition's name.

To stand out from other health care orgs, we aimed to avoid traditional colors and styles associated within the industry, such as shades of aqua and turquoise and the litany of serif font families. Emphasis was placed on "daybreak orange" as a hero color and utilizing "cabernet" for copy wherever applicable.

The identity is generally expected to be interacted with across digital media; however, print and physical assets are part of the brand's exploration. While the possibilities for real world use is endless, the coalition will take advantage of assets such as banners, pens, pins, and stationary items most commonly.

While the selected brand identity fits best with the coalition's tone and ideologies, an alternative identity was also proposed. The animated logo and hero image may be found to the right. If interested, reach out for a breakdown of the entire identity, including color palette, secondary iconography, and typography.


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