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Visual Identity & Expression

Emerson Health


While community ties are strong, Emerson Health grew to have the reputation of being the second choice, local hospital, while larger health systems like Brigham Health and Massachusetts General Hospital established prominence in the Boston area. Over time, patients and talent began to view the big city health systems as their first choice, particularly for patients with more complex care needs and talent who want to bolster their careers.


The goal was to help Emerson Health re-establish itself as a high-quality health system for every health need, simple or complex, that provides more personal and accessible care to those who live and work in the Concord community.


We started to do this with a name change, from “Emerson Hospital” to “Emerson Health” in order to speak to their depth and breadth of expertise, established centers of excellence, and their affiliations with Massachusetts General Hospital and Brigham and Women’s Hospital. In addition, we developed an SMI that spoke to both their proven expertise and dedication to their community. Finally, we brought the new name and SMI to life with a new visual and verbal identity that spoke to their continuum of care while also creating differentiation from other health systems in their region.

This project has been awarded Bronze - Best visual identity from the healthcare and pharmaceutical sectors - TRANSFORM AWARDS NORTH AMERICA 2023

Role - Creative Directo

Executive Creative Director - Nina Janzon

Designer - Alex Michalko

Style Guide Website Page.jpg
ID Website Social Centered.jpg
Emersom Urgent Care Signage-SharpenAI-Softness.jpg
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