Lead development of a new visual identity for the University of Kentucky Healthcare.

Our main goal was to demonstrate the UK Healthcare's brand idea of "Power of Advanced Medicine". Our second goal was to ensure that the new identity will seamlessly co-exist with the University of Kentucky Brand ecosystem that consists of the university brand and a basketball team brand. The UK blue, as well as the logo icon design became the unifying elements across all three brands. 

As part of the process my team of designers and writers translated the brand idea into 4 unique creative territories. That were later developed into two full identity systems. In the end the  the client chose 1 visual identity system called - "Amplify" that I designed.

Advanced medicine creates a powerful impact that reaches deep, wide, and echoes back to fuel more advances.
This power amplifies hope. It amplifies results. It draws people in from near and far—enabling cutting-edge collaboration to take place. It creates ripples both expected and new.  
This is how we can reach and give a whole new level of care. We use advanced medicine to amplify every good idea and action we take. That is our true power.

The theme of "Amplifying" is represented through the graphic forms that have a notion of continuous advancement. The photography style amplifies the power of the land, the people and the impact of science. And secondary color palette heightens the power of the UK Blue. As a result the identity feels scientific and innovative, but at the same time sincere in a way it represents the state of Kentucky and its people.