Lifepoint Health
Great care lives here.
Lifepoint Health is a national healthcare provider operating in 89 communities across the United States. The network is deeply connected to the towns it serves, where hospitals are as vital to local infrastructure as roads and schools.
Working closely with creative director Kat McCord, strategist Simon Thackway, and the wider Thackway McCord team, I guided the branding effort from discovery through rollout.
The heart motif created the foundation for a flexible identity system applied through a palette of clean white and vibrant colors. A rigorously developed library of crop configurations originates from the dot motif. The identity system needed to be immediately recognizable while also accommodating diverse healthcare facilities across the country.
Discovery & analysis
As design lead, I partnered with the strategy team to conduct extensive research across stakeholders, patients, and healthcare professionals. We audited existing brand assets across numerous facilities to uncover challenges and inconsistencies in the system.
Brand strategy development
Together with designers Bianca Seong and Fuchen Kuang, I crafted a unified brand platform that accommodated both corporate and local market needs. We developed messaging hierarchies and tone of voice guidelines that supported Lifepoint's positioning as a leader in community healthcare.
Visual identity system
Designed a comprehensive visual identity including logo, typography, color palette, and supportive graphic elements. Our flexible system could be implemented across diverse facilities while maintaining brand cohesion.
Digital experience design
As lead designer I oversaw the redesign of the corporate website and digital touchpoints. We developed user-friendly tools that enhanced patient experience while showcasing Lifepoint's services and expertise.
Environmental application
Guiding the environmental design effort, I created signage systems, wayfinding, and environmental graphics for hospitals and healthcare facilities. This cohesive approach to physical spaces improved navigation while reinforcing brand recognition.
Implementation & rollout
Developed comprehensive guidelines and asset management systems, coordinating phased implementation across multiple facilities and providing training and support for marketing teams throughout the network.
Brand guidelines
Created detailed brand guidelines to ensure consistent application across all touchpoints. My video presentation walked stakeholders through key elements of the identity system.
Mobile & digital presence
Extended the brand identity into mobile applications and digital signage, creating a consistent patient experience across all touchpoints. Animated assets were designed for use in digital displays throughout hospital facilities.
Agency: Thackway McCord
Creative Direction: Kat McCord
Design: Kevin Grzejka, Bianca Seong, Fuchen Kuang
Strategy: Simon Thackway, Jonathan Paisner