West Virginia’s largest healthcare provider and second largest employer, West Virginia United Health System, affiliated with West Viriginia University, requested a new brand that linked together all of their 8 hospitals, 3 institutes, and over 800 physicians, specialists, and sub-specialists in a more uniform manner with a new focus on better healthcare for West Virginia. I worked closely with their vice president of Marketing and Communications and his team to develop the new brand name and logotype - WVU Medicine.
The Brand Guidelines, including logo design and standards, brand positioning, design and photography assests, business suite, marketing and collateral design were created with support of the WVU Medicine marketing team. Swath Design led environmental graphic design and wayfinding.
The WVU Medicine logo was designed to compliment the West Virginia University logo by using their "flying WV" within the new brand. This reinforces the close relationship between the university and the health system. Multiple lock-ups were developed for affiliates and divisions so that consistent branding was used, but allowed for unique differentiation when needed.
