eMDs is a technology and health services company, allowing healthcare providers to maximize the impact of their care.
Rebrand & Unify a Medical Technology and Services Company Poised for Growth
After the acquisition of Aprima software and the introduction of Aria Health Services, eMDs needed to incorporate all of their various products and services under a unified brand and messaging system. Our team executed a complex rebrand on an extremely compressed timeline, unveiled at the HIMSS 2019 Conference. The sales team, excited by the sharp new brand making eMDs a stand-out on the trade show floor, made its mark with a bold red experiential design, in a sea of healthcare blue. Our team received extremely positive feedback throughout and after the show by the eMDs team.
Provided strategy and expertise for the core brandmark, forming the foundation of subsequent visual, marketing, and trade show design directions.
Building on the Creative Director’s client presentation for stylistic direction, I concepted and created the initial brand system—incorporating color, type treatments, and iconography as important visual signifiers in differentiating each product and service, while unifying them under a singular, scalable, modular framework. The hexagon, which is the most efficient, least wasteful shape found in nature, is the core structure of the mark. It is universally symbolic of community, cohesion, unity, and strength and encompasses natural, philosophical, mathematical, and scientific significance. The Creative Director continued to refine the final brand assets, while I created brand style guidelines which became the foundation for the redesign of all marketing and trade show materials, as well as the new booth design, touched by and implemented by all members of our creative team. All hands on deck!