CASE STUDY / CREATIVE DIRECTION + BRAND EXPRESSION
Vituity Rebrand
Bringing a new brand to life. A new identity is only the beginning. Building Vituity into something people could see, experience and remember.
Building a brand that brings joy back to the practice of medicine.
Vituity’s rebrand marked a major evolution for the organization. Formerly CEP America, the physician-owned partnership had grown from a regional emergency medicine group into a national healthcare organization with more than 9,000 clinicians across 900+ locations.
A new name and identity were just the beginning. My role as lead designer was to translate this new identity into the creative experiences people would actually see, encounter and remember, from launch through ongoing brand expression.
The Transformation
The story starts with the physical experience: CEP America’s existing booth, the transitional expression I developed while the new brand was taking shape, and the eventual Vituity environment.
This progression shows how the brand moved from its established identity into a more contemporary, human, and distinctive expression.
CEP America → Transition → Vituity Established → Evolving → Distinctive
Bridging the Gap
Before the new Vituity identity launched, the existing CEP America experience was no longer reflecting where the organization was headed. I developed a transitional tradeshow booth that introduced a more contemporary visual language while maintaining enough continuity to remain recognizably CEP America.
The approach introduced bolder blue and orange, large-scale photography and a more welcoming and distinguishable spatial experience. The intention was to create a visual bridge between the existing brand and the future identity.
I started by looking beyond healthcare. Competitive and inspiration research showed a sea of similar tradeshow environments: modern, polished booths built around bold color, large graphics, bright lighting and simple legible typography.
Because CEP America was physician-led and physician-owned, I wanted the people behind the organization to be central to the experience. Instead of relying on generic healthcare imagery, I pushed to feature our own physician providers and colleagues.
The photography was art directed around real relationships: physician camaraderie, collaboration and one-on-one patient care. I developed sketches and a detailed shot list to help the photographer work within the booth’s unusual panel shapes and to make sure the limited image opportunities told a cohesive story.
From Transition to Vituity
When the new Vituity identity launched, the visual language I had developed for the transitional experience became a foundation for the new brand environment.
I translated that language into architecture, color, photography, messaging and spatial experience, creating a physical expression that felt distinctly Vituity while carrying forward the human, energetic qualities established during the transition.
The result was more than a new booth. It gave people a physical way to encounter the new brand and made the transformation tangible.
The Brand in the World
Across advertising, photography and experience, I helped extend Vituity’s new identity into a living brand. Each expression gave audiences, physicians and prospective talent a different way to encounter the or
The campaign translated the new visual language into campaign storytelling rooted in warmth, connection, and patient care. Photography, composition and messaging worked together to make the new brand feel personal, human and distinctly Vituity.
The campaign received a Gold Award as part of the 36th Annual Healthcare Ad Awards. By putting the “selfie” at the center of the work, the campaign brought the lives of Vituity providers into focus in a genuine, relatable way, elevating the brand promise while celebrating the joys of practicing medicine.
My Role
Strategy
Concepting
Engagement
Research
Executive Alignment
Branding
Mood boards
Hierarchy
Collateral
Guidelines
Design
Art Direction
Direct Mail
Advertising
App Development
Social
Environmental
Photography
Mood boards
Model Casting
On-set Art Direction
Post-Production
Retouching