welltrust
the goal is to redesign and establish the visual brand identity for a parent company of online healthcare companies, welltrust medical group.
CONTEXT
my journey at welltrust began in 2021 and I was brought into the team and shortly after tasked with redesigning the entire visual brand identity. this is a company that is revolutionizing the healthcare industry, with several healthcare companies underneath its umbrella. the existing logo was very dated and not at all reflective of what the company was or where it would be going forward. work begun soon after, and we started by researching and getting a better understanding of the needs of the board members, something reflective of our patients and where the design was currently at, these were very different.
RESEARCH
understanding the different design choices was crucial for this project. a small healthcare company will have completely different needs than a large, established healthcare company. we started by conducting a series of user interviews across our executive suite, and internal teams to understand people's motivations, pain points and goals with the current branding and what we were trying to accomplish with it.
we use this logo on our website, business cards, outdoor/indoor signage, and anything where we would like the full name of the company displayed.
this combination mark combines both the text and logo. the custom font allows us to incorporate certain typography elements into the logo, such as the apex in the letter W which acts as cradling hands reinforcing the supportive nature of the brand.
we use this brandmark for favicons, on social media, printed materials, and anything where we would like to be more concise and minimalistic.
the basis of the logo is the two halves of the apple, heart, hands, ears, fountain of youth, etc., which can be interpreted in several unique ways. the leaf has a directional significance, pointing upwards, as it relates to health, reinforced by the color green.
our primary colors. the main accent colors - the two contrasting shades of blue on the far left - are combined in the logo. those two shades of blue, dubbed primary and secondary blue, are used universally throughout the website and branding. we use the other two colors on the right for accenting elements, backgrounds, and copy.
welltrust social media content that aligns with the new brand image - instagram
