CAPITAL COORDINATED MEDICINE

Branding a medical startup

Individual work completed for the client Capital Coordinated Medicine.

Capital Coordinated Medicine, or CCM, is a geriatric medical practice that treats homebound patients. I worked for CCM as a communication design intern to create a new brand identity and apply this to their logo, paperwork, scheduling sheets, and advertising items.

Defining The New Identity

First, I determined the core attributes of the new identity.

Consistent

All of the new assets should feel cohesive with one another.

Uplifting

Help offset the sometimes gloomy nature of geriatric care.

Appealing

Clients should be drawn to the company based on its visual appeal.

Familiar

Keep some aspects of the original look so that CCM is still recognizable to existing clients.

Colors

First, I created a new set of colors for the brand.

Original Colors

Redesigned Colors

Logo

Then, I redesigned the logo. I wanted to use this opportunity to reveal more information about the practice. The cross shape suggests CCM's role as a medical practice while the conferring arrowheads infer movement, an essential and unique part of the practice.

Due to budget constraints and logistic difficulty, CCM was unable to implement the redesigned logo while I was employed there. However, it was a valuable reference point to inform the rest of the project.

Proposed Redesign

Original Logo

Forms

CCM distributes a wide range of forms, legal documents, and marketing papers to potential patients. Since there were many inconsistencies among the existing papers, I need to create a unified set of documents that evoked the new brand identity.

Original Forms

Redesigned Forms

Form Template

Text Guide

Calendar

Next, I designed a calendar to communicate the physicians' monthly schedules. An added objective for this asset was to make it easy to discern who is working when at a glance.

Advertising Items

Finally, I designed several more assets for advertising purposes.

Flyer

Handout

Magnet