Carena · Brand identity and design system
With a thoughtful and nuanced approach to design, we helped Carena convey its spirit of innovation while keeping the brand approachable and connected to care.
The challenge
In 2017 Carena was redefining how consumers access care and providers deliver it, combining new technology with patient care delivery for the way we live and work.
At a pivotal growth period they came to us for a refreshed identity to reflect their position as a leading virtual clinic platform for health systems — at a moment when telemedicine was only just gaining traction.
The approach
Our strategy and design teams reviewed the existing visual language across every media channel and division, alongside a competitive assessment of Carena's peers.
That informed an exploratory phase to design a visual language representing Carena's values and business goals — working closely with in-house marketing and sales to preserve the elements that already held real brand value.
The craft
At the core of the brand are its grid systems, typography, colour, pattern, photography and illustration. The grid gives content a strong guide while staying flexible enough to let the most important message dominate.
Type with an approachable tone
Avenir turns more humanist at its heavier weights. Taking a cue from Carena's patient-facing physicians, we gave the brand a softer, more human tone through thick weights at large sizes, set in conversational sentence case at the top of the hierarchy.
Differentiation through colour
A bright, saturated cool palette plays off traditional healthcare colours to convey an innovative approach, offset with warm colours in the photography to counter the typical coldness of care facilities.
The build
The rebrand launched in phases through early 2017. Guidelines carried direction for sub-brands to grow in a scalable, consistent fashion — an endorsed brand identity strategy with a guide and kit vetted across channels.
Illustrations, iconography, photography, and starter templates for collateral, ads and presentations. The identity was tested in context across print, sales and investor presentations, and physical spaces before it went out across every channel.
“Cognition did an excellent job of creating a brand that illustrates our mission of combining healthcare and technology to change the way consumers access care and providers deliver it.”
Chris Mateo
Director of Integrated Marketing, Carena
Outcome
Through the evolution of their brand strategy, Carena positioned themselves at the front of the virtual care category — with a system their own teams could extend without us.
Context, the client's own milestones: Carena was acquired by Avizia in late 2017, and subsequently by American Well in July 2018.
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