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Centra Specialty Hospital

I led the development of a new brand identity for Centra Specialty Hospital. After an audit of their collateral needs, we developed a visual system to differentiate messaging and audiences, then created identity and collateral materials to support a range of marketing needs.

Branding, Copywriting, Creative Direction, Design

Created at Cross + Associates

Logo

After renaming their organization, Centra Specialty Hospital asked my agency to create a new logo and identity from the ground up. As a long-term acute care hospital with many diverse audiences, I developed a simple, memorable icon to reflect renewal, wholeness and a new beginning. This icon was born from the idea of a blossoming flower that reflects a rebirth for the hospital's patients.

The new logo and icon was complemented by a bright color palette full of energy. A tiered visual system was put in place to organize messaging to different audiences, helping to keep collateral organized, efficient and directly connected to the core of the brand. This allowed the branding to appeal to its different audiences in various ways while remaining tied to a single identity.

Business Cards Brochures Brochure Closeup

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