Cedar-Sinai

The Challenge
I was added late to the project and had about two complete days to develop a new visual direction for a client presentation. Having prior experience with the brand, I used some of that knowledge to avoid getting locked down and pushing into a new variation within the established brand standards.

– Display best-in-class services to the world
– Acknowledge the physical location
– Show authentic outreach to the diverse community

The Approach
I focused on utilizing large gradient-filled circles paired with soothing colors from their palette to push for a sense of calm mixed with a confident academic feel. The circles were pulled from both the logo and the thought being put into newly renovated physical spaces. Cedars-Sinai had an existing set of typefaces that I could have used, or replaced but I chose to lean into the current brand. I really refined and explored additional weights and sizes–all with the idea of focusing on the approachability of the content.