Health for you, with you

Healthcare in the United States is in dire need of an overhaul. The experience for most Americans involves navigating a confusing, complex system that is impersonal and unequal. Contrast that with the experience on the ground, where caregivers are warm and an essential part of the journey.

Intermountain Health wants to be more like its caregivers.

Its issue is that it was viewed by some as outdated, distant, and overly corporate. In reality, Intermountain Health is changing the future of health through value-based care.

Our challenge was clear: redefine the Intermountain Health brand.

The new design system needed to signal a complete brand transformation. It needed to telegraph that this brand is outside the bounds of traditional healthcare, but still exists to help people live their healthiest life. And, the design had to appeal to everyone.

Our brand idea “Health for you, with you” was our hook. It focuses our mindset around health, the benefit, and not healthcare, the process. It articulates that we go beyond traditional healthcare, to empower and enable consumers along their health journey. We make the experience simpler, clearer, and more frictionless.

The new brandmark represents a patient’s health journey. The fluid and frictionless movement connecting the characters in the icon conveys the idea of partnership and warmth. The crisp yet flowing seam at the center of the icon layers on Intermountain’s precision, accuracy and expertise.

The bold, warm colors set us apart from the industry, and is inspired by the American West, where Intermountain is based.

This identity is expressing who Intermountain is today and will be tomorrow: a world where healthcare is more personal, more collaborative, and more accessible.