We built the Gateway Health brand from the inside out, focusing first on redefining their values, vision, and mission. From there, we created a human-centered brand proposition that set a new standard for the industry by introducing a new kind of care—Wholecare.
To bring Wholecare to life, we created a new logo inspired by the human form and a modular design system connecting simple shapes together to make up a whole, representing the holistic care given to every individual they serve. Together, the new identity’s warm, approachable colors and relatable imagery send a message of authenticity that helps differentiate them in the generally cooler, more sterile health care space.
Shelley Risk, Chief Marketing Officer
increase in Medicaid membership (over 30,000 members)
increase in website traffic
increase in brand favorability
Gateway Health – The Business of Caring
- 2021 GDUSA’s Health + Wellness Design Award
- 2021 Health Advertising Awards, Logo Design (Gold)
- 2021 The One Show, Design: Branding – Identity System (Shortlist)