Rebuilding the DNA of a Healthcare Brand.

Humanscale Healthcare, the healthcare division of office ergonomic company Humanscale, had a branding problem. They were still seen as a secondary sub-brand of their parent company, which made it tough to establish their brand as a serious contender in the healthcare marketplace.

The solution was an identity and messaging refresh. Our job was to find that sweet spot of branding–where Humanscale Healthcare could inherit some of the brand equity of its parent company, while still looking like an important player in the healthcare market.

The refresh included new logos for both the brand and it's products, refined color palette, consistent templates for all marketing materials, as well as a new architectural design for tradeshow spaces.