In 2019, Summit Medical Group, a multi-specialty healthcare company, merged with CityMD, a thriving network of urgent care centers. They challenged us to develop a comprehensive brand solution that would represent the combined strengths and unified vision of these two long-standing organizations. Enter Summit Health.
Our solution was built on the idea of connections: the human-to-human and solution-to-solution nature of Summit Health’s organizational ambitions. The approach reflects the values and focus of the combined organization to deliver healthcare that is more compassionate, considerate and human for its patients, employees and partners-- driving continuity of terminology and objectives across the once independent businesses. The holistic branding comes to life through a robust array of activations that extend through its new name, logo, branding identity, signage, and environments, to a brand film that brings the Summit Health story to life visually.
The creative idea behind the logo and identity system was to illustrate the seamless choreography and connection between the two partner organizations, their diverse set of services, their digital and physical interactions—and ultimately between the patient and provider. At the heart of the branding is a new logo that depicts the top and bottom of the letter “s” as separate parts that come together – as in a hug - to form a larger “S.” The typeface, Buenos Aires, was chosen for its modern look, which has a whimsical softness to the letter forms and terminals, providing a personality that feels welcoming. The tones of the coral color for the logo and blue for the type were selected for both the warmth and gravitas each color evokes.
This new branding plays a vital role in elevating the patient experience and establishes a truly aligned internal organization.