CREATIVE STRATEGY & REBRAND - PROJECT LENGTH: 18 WEEKS
Praxus Health
Client Context & Objectives
At the outset of the Praxus Health project, the client, formerly known as 19 to zero, needed a comprehensive brand identity that would capture their new vision and the collaborative nature of their work. As a not-for-profit focused on tackling complex health issues for priority populations, Praxus Health was seeking to clearly define their role as a catalyst for change in the healthcare landscape. The challenge was to create a brand that communicated their mission effectively to diverse partners across sectors, from public health to private organizations, and to connect with the communities they served. To achieve this, we needed to understand the client’s values, target audiences, and the unique challenges they were addressing, all while ensuring the brand’s visual identity would reflect the organization’s collaborative and action-oriented approach.
My Involvement
As the lead designer and creative strategist, I played a central role in shaping the visual and strategic direction of the brand. Alongside the team, I conducted extensive research, including interviews with key stakeholders and an in-person workshop with the client team, to ensure the brand resonated with both internal and external audiences. This foundational work enabled me to define the brand’s core values, visual language, and communication style, ensuring that the identity aligned with Praxus Health’s mission and goals.
MOCKUPS: STATIONARY
MOCKUPS: MERCH
The Design Process
From the insights gathered, with support from the other designers, I led the design of a new logo and developed a comprehensive brand book to ensure consistency across all touchpoints. The logo itself symbolizes the organization’s collaborative ethos, using intersecting shapes to reflect the interconnectedness of diverse sectors working together toward better health outcomes. We also crafted a series of branded materials and templates, including marketing collateral and digital assets, to give Praxus Health the tools they needed to engage with their partners and community effectively. These assets were designed to be flexible yet impactful, ensuring the brand could adapt to different initiatives while maintaining a unified visual identity.
Outcome
The final brand identity embodies Praxus Health’s mission to drive meaningful change through collaboration. The design elements—sophisticated yet accessible—speak to their commitment to community, healthcare innovation, and inclusivity. By creating a strong visual presence, we empowered Praxus Health to better communicate its vision and foster deeper connections with both existing and potential partners, ultimately supporting their goal of creating long-term health solutions.