Despite the internal positivity felt by clients and members with the HealthComp brand, the challenge was the world view of healthcare itself. The American experience is familiar with cold and generic brands that monopolize the industry, however, HealthComp wanted to change that all too familiar perspective. Much like the people of HealthComp, the brand needed to correctly reflect the openness and kindness that is already embedded within the company. Therefore, the primary goal began with generating approachability and credibility through the identity, messaging, and primary interfacing, informational platforms, such as the website. Additionally, the branding needed to be able to expand as HealthComp grew, so a flexible yet cohesive brand architecture was strategized throughout the entire rebranding process.
The culmination of the rebrand is a welcoming and accessible brand that could effortlessly expand and evolve as the brand grew. The logomark’s geometry provides endless inspiration for pictograms and infographics. Additionally, the brand could incorporate sub-branding and sub-logomarks with ease, and the brand system emphasized the use of complementary, warm tones, whether through photography, infographics, or secondary color palettes. Accessibility was also pushed through larger headlines, contrast, and cleaner typefaces that complemented the brands personality and primary audience.