THREE CORE BRANDS, ONE UNIFIED VISION
CLIENT: ARTICULARIS HEALTHCARE
SCOPE OF WORK
LOGO REBUILDS, REFINEMENT & DESIGN
VISUAL IDENTITY DEVELOPMENT
COLLATERAL, RETAIL, AND SIGNAGE DESIGN
STOCK IMAGERY LIBRARY
FORM, TEMPLATE & PRESENTATION CREATION
Articularis Healthcare Group, Inc. (AHG) is a physician-led, clinically integrated, independent group of specialists building a thriving network of medical practices. As the nation’s largest rheumatology specialty group, AHG brings together the very best medical professionals dedicated to providing patients an exceptional healthcare journey. AHG also supports independent practices with access to innovative performance technology and value-based treatment pathways.
BREAKING DOWN THE BRAND
THE VISION
To assemble a brand ecosystem that connects core business offerings while allowing each vertical to maintain its own identity. The goal was to create a sense of unity across the Articularis organization. This would ensure brand recognition, professionalism, and trustworthiness while accommodating existing independently branded practices under the umbrella brand. The solution required striking a balance between cohesion and individuality, allowing for both shared visual elements and tailored differentiation. This refreshed identity positions Articularis Healthcare as an industry leader with a clear and compelling message for both patients and stakeholders.
ARTICULARIS HEALTHCARE GROUP
As the umbrella brand, AHG needed to set the tone with a consistent look across all communications, forming the central foundation for the entire brand ecosystem. The design incorporated a color palette with a sophisticated mix of rich tones that show stability and trust paired with accent colors that bring energy and warmth. A new brand mark was also developed, and the existing primary logo was expanded into additional lockups to ensure flexibility in application.
ASCEND INFUSION CENTERS
For ACND, the infusion services vertical, it was important to create a distinct sense of healing and hope. While still sharing some of the characteristics from AHG & ARS, cooler colors were incorporated for a more peaceful, tranquil aesthetic. Moving away from the stacked lockups of AHG and ARS, we created a unique logo to ensure ACND stands out while still feeling like part of the larger brand family.
ARTICULARIS RHEUMATOLOGY
As the rheumatology vertical, ARS required a design that instills confidence in its expertise while remaining approachable and hopeful. The identity for ARS builds on the strength of the AHG brand by retaining the original AHG icon in its new logo, which features several of the same colors for continuity. The introduction of several new colors and fonts visually align two brands while creating subtle differences that resonate with the specific patient demographic for rheumatology care.
