Healthfirst / 2023 / Identity design
Six voices
One connected family
A family of six employee resource group identities—distinct in character, connected through a common design framework.
- Design focus
- Creative direction & identity systems
- Scope
- Identity system / Design rationale / Usage guidance / Concept applications
- Work shown
- Identity design
The brief
Individual voices
A shared language
Six employee resource groups needed recognizable identities that expressed their own missions while connecting clearly to Healthfirst.
The system
The design brings together a shared grid, naming hierarchy, and three useful identifier formats: a concise tagline, an explanatory descriptor, and a promotional emblem. Distinct symbols and palettes give each group room to express its own character.
Design for use
The supporting guidance defines when to use each format, its relationship to the Healthfirst logo, and practical restrictions that protect consistency. The design extends beyond a set of marks into a practical identity system, with guidance for consistent application.
The six identities
A family with
distinct personalities
Energy, excellence, and equality
A forward-facing silhouette gives WISE an unmistakable profile, supported by a purple and green palette.
A community with a shared center
A letterform-led mark pairs black with Pan-African red, gold, and green. The colored squares direct their energy inward.
Recognition through color and form
A curved letter P carries the rainbow through the mark, translating into full-color, monochrome, and emblem applications.
Strength through a simple symbol
A lotus mark anchors the identity, with a water-inspired palette of blues and teals.
A clear expression of empathy
A heart-shaped mark and warm red palette give the employee disability resource team a direct, human visual expression.
Different origins, shared connection
Connected forms express a supportive network, paired with a warm palette for Latinos Unidos.
In context
From identity
to expression
Illustrative application
mockups across touchpoints.
