Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Healthcare, Pharmaceuticals, Health, Wellness, Hospital Systems, Mergers & Acquisitions, M&A

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

Health care systems in the New York City region were facing a dilemma. With such a saturated marketplace, how can Nuvance Health stand apart from the other strong and established brands to really carve a space that’s unique to them?


Research informed us that patients and employees value institutions that stand for something beyond what was expected. Ultimately, this insight inspired the team to focus on what truly made this organization stand out—and that is the desire (and the ability) to push past the status quo in all aspects of what they do and deliver it with simplicity to every experience. Where others may see impossible, we choose to see possible.


The core brand strategy celebrates this drive—a relentless pursuit of the impossible and the power that comes from asking, “What if?” As the brand comes to life both through language and visual expression, we see the power of “redefining the expected” come into play.

We take cues from outside the industry, we treat patients like they’re people and we create a seamless and connected experience that is designed for people. A strong forward angle, first introduced in the logo and continuing as undercurrent throughout the entire visual system, reinforces the progressive platform “pursue impossible” by constantly pushing forward.


• Completely redefined the norm for a health care visual identity by creating a logo and color palette that unique and bold.
• Unified the internal teams by creating a solid foundation that all believed in.
• An outpouring of support from the community for the new visual ident


Client: Nuvance Health – www.nuvancehealth.org

Vice President, Marketing & Internal Communications, Project Lead: Michael Samuelson

Brand Strategists/Designers: Monigle – www.monigle.com

Executive Creative Director: Mark Thwaites
Creative Director: Nina Janzon
Lead Designer: Tj Thurman, Ju Hyun Lee
Designer: Ann Masterson, Seth Haller
Associate Director Production: Laurent Tschumy
Production Specialist: Jeremy White
UX/UI designer: Ryan Casey
Strategy Director: Carolyn Bugg
Strategy: Joel Loncka, Nathan Jeffrey
Verbal Director: Meredith Kamuda
Client Experience: Michelle Stipkovich