Key Areas
Brand Identity System
Competitive Landscape & Positioning
Marketing Collateral

Communicating the vision for patient-centric care

The challenge

Carena is redefining healthcare by changing how consumers access care and providers deliver it by combining new technology and patient care delivery methods to provide healthcare for the way we live and work today. A leader in telemedicine, Carena was at a pivotal growth period in their company’s history, and needed to refresh their brand identity to reflect their position as a leading virtual clinic platform for health systems.

The outcome

In the process, the brand for Carena shifted from a monolithic to and endorsed strategy. Carena needed room for its brand to grow with new product offerings and divisions, and plans for more in the future.


The process
The current healthcare infrastructure is centered around providers. Located at specific locations with often difficult to schedule appointments at a high cost to patients. Carena works with health care systems to redefine healthcare by providing an integrated patient-centric platform of convenient, low-cost care anytime, anywhere.

Cognition’s strategy and design teams conducted an extensive brand review to assess the strengths and weaknesses of the existing visual language to understand how it was executed across different media channels and divisions within Carena. An accompanying competitive assessment looked outward at Carena’s competitors. A visual identity can not only be the most valuable assets of a company, but is also the most strategic point to convey values and offerings against its competitors.

Bright, clean and easy to follow sales collateral help deliver the complexity of Carena's technology in an easy to follow format.

This process informed an exploratory phase to design a visual language to represent Carena’s values and business goals. Our team worked closely with the in-house marketing and sales teams to ensure the existing elements which held significant brand value were maintained with a few expert refinements.

At the core of the new Carena Brand are it’s grid systems, typography, color, pattern, photography and illustration. A strict odd-columned modular grid with asymmetrical margins provides a deliberately strong guide to content, but allows the system to be flexible by following unconventional, but deliberate alignment structures.


“Cognition did an excellent job of creating a brand that illustrates our mission of combining healthcare & technology to change the way consumers access care & providers deliver it” – Chris Mateo, Dir of Integrated Marketing


Typography carries personality and voice to the viewer. Similar to how inflexion carries additional emotional meaning when we speak, typography affects how the voice inside a person’s head will sound when they read the text. Carena’s primary typeface, Avenir, has more humanist qualities at its heavier weights. Taking cue from Carena’s patient-facing physicians, we gave Carena a softer, more human and approachable tone, through thick weights at large sizes in Sentence case for the top of the type hierarchy.

To help separate Carena from its competitors, we employed a bright and saturated cool color palette. Plays off of traditional healthcare colors help convey their innovative approach. The cool color palette in the content is offset with warm colors in the photography to contrast the typical coldness of traditional care in facilities.

The Carena MD brand book created a prescriptive, yet flexible visual identity system.

Carena’s rebrand was launched in phases through early 2017.

The guidelines included a direction for sub-brands to grow in a scalable and consistent fashion. A flexible endorsed brand identity strategy and visual system with a guide and kit vetted across channels. Kit included suite of illustrations, iconography, photography and system of starter templates for collateral, ads and presentations to support inhouse marketing teams.

We then took the new identity and tested it in context. Battling it against various formats and media channels from print collateral, to sales and investor presentations, and physical spaces.

The strategy and visual system has been executed across all of Carena’s channels.



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