Within the Gundersen Health System, the Edge team is dedicated to transform the future of healthcare through innovation. I was the lead designer tasked with delivering a complete brand package starting with their name all the way through brand identity, color palette, presentation template, business cards, custom iconography, image recommendations, flyers and a Wordpress website. This was a long-term project involving a wide range of stakeholders from the mothership to the Edge team.
Our team of four designers created a variety of logo concepts. My design was chosen as the final logo. The next step was creating a brand system that leveraged the logo's look and feel, fit within the mothership guidelines, and established the visual and messaging identity of Gundersen Edge.
The brand guidelines included:
After the brand was locked down, we moved on to launching their website. I lead the design and collaborated with our copywriter and developer to build the six page Wordpress website with custom interactive animations such as a custom mouse pointer and the animated background on the home page.
Finally, I used the completed brand guidelines to create various print assets such as business cards, marketing one-sheet templates, brochures, and posters.
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