REBRAND & BLUEPRINT DESIGN - PROJECT LENGTH: 12 WEEKS
National Partnership for Healthcare & Innovation
Client Context & Objectives
The National Partnership for Healthcare & Innovation (NPHI) is a coalition that brings together healthcare professionals, organizations, and thought leaders to drive innovation in healthcare, with a specific focus on improving the quality and accessibility of hospice and end-of-life care. NPHI sought a rebranding that would better reflect their commitment to progressive and compassionate healthcare solutions while also resonating with the sensitive nature of their work in hospice care. The goal was to create a fresh, innovative brand identity and toolkit that would not only modernize their visual presence but also convey trust, care, and forward-thinking solutions. Our task was to design brand guidelines and materials that would be both impactful and empathetic, grounded in the realities and complexities of hospice, death, and dying, and to create a comprehensive blueprint for NPHI’s 2023 summit.
My Involvement
As the lead designer on this project, I worked closely with our creative director, Fré Sonneveld, to guide the design process from research and brainstorming to final execution. In the early stages, our team conducted in-depth research and surveys around hospice, death, and dying to gain a deeper understanding of the emotional landscape surrounding these themes. This research informed our design approach, ensuring that our visual identity would be sensitive to the needs of NPHI’s target audience—healthcare professionals, caregivers, and families who are navigating some of life’s most difficult moments. Once we had a clear understanding of the landscape, I worked alongside Fré to develop mood boards and initial design concepts that would strike the right balance between innovation and empathy.
The Design Process
Our initial focus was to create a brand that was both innovative and refreshing while maintaining a sense of dignity and care appropriate for the subject matter. After presenting a variety of design concepts to the client, we refined the chosen concept based on their feedback, continually iterating on the visual direction and messaging. Along with developing a set of detailed brand guidelines, I worked on designing a full suite of branded materials, including templates for Google Docs, Google Slides, lined paper, and note cards, as well as other printed materials for organizational use. These materials were intended to help NPHI maintain brand consistency across all communications and outreach efforts. One of the key deliverables of the rebrand was the creation of a blueprint, which synthesized our research and survey findings into a comprehensive document that would be shared with attendees at the NPHI 2023 summit. Collaborating with the copywriting and strategy teams, I helped assemble and design this final blueprint, ensuring it was not only informative but visually engaging and easy to navigate.
BRANDED MATERIALS
Outcome
The rebrand successfully positioned NPHI as an innovative leader in the hospice and healthcare space, while remaining deeply empathetic to the sensitive nature of their work. The brand guidelines and materials we created offer NPHI a cohesive, modern toolkit that can be easily adapted across multiple platforms and communication channels. The blueprint, as the final deliverable, serves as both a thought leadership piece and a strategic document for the organization, showcasing the impact of their research and guiding future initiatives. Through this rebranding project, NPHI now has a stronger visual and strategic foundation that enhances their ability to engage with partners and stakeholders, ultimately advancing their mission to improve healthcare outcomes for those in hospice care.