Passionate Ideas. Strategic Design.

Michigan Health Council

Brand Strategy,  Brand Identity

The Michigan Health Council is a solutions-oriented nonprofit focused on developing a premier healthcare workforce in Michigan. The organization proactively addresses the needs of healthcare leaders, professionals, employers, educators, and students through various programs spanning the education to practice continuum. All of which is founded on the core principals of inform, connect, and create.

The Michigan Health Council is a solutions-oriented nonprofit focused on developing a premier healthcare workforce in Michigan. The organization proactively addresses the needs of healthcare leaders, professionals, employers, educators, and students through various programs spanning the education to practice continuum. 

Client:  Michigan Health Council

Client:  MI Health Council

Client:  MI Fitness Foundation

Client: 
MI Health Council

Website:  www.mhc.org

Awards:  SILVER ADDY, Mid-Michigan

Awards:  GOLD American Advertising Award, MMCA

Awards:  GOLD American Advertising Award, MMCA

Awards: 
SILVER ADDY, Mid-Michigan

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Brand Strategy

Our strategy for the Michigan Health Council (MHC) identity was founded on the organization's core tenants of inform, connect, and create. These words defined the organization's approach to nearly everything and provided the brand a concise and robust platform. Through a creative brief process, we came to identify the brand voice of the organization as credible, innovative, and sophisticated.

As I worked towards a visual solution for the identity, two main ideas began to merge. The first of which was a concept of connecting the dots - an interpretation of MHC's identified brand essence. The second, a concept depicting a molecular structure - the root of all things medicinal and scientific. From the collision of these two concepts came the Michigan Health Council identity.

Our strategy for the Michigan Health Council (MHC) identity was founded on the organization's core tenants of inform, connect, and create. These words defined the organization's approach to nearly everything and provided the brand a concise and robust platform. Through a creative brief process, we came to identify the brand voice of the organization as credible, innovative, and sophisticated.

As I worked towards a visual solution for the identity, two main ideas began to merge. The first of which was a concept of connecting the dots - an interpretation of MHC's identified brand essence. The second, a concept depicting a molecular structure - the root of all things medicinal and scientific. From the collision of these two concepts came the Michigan Health Council identity.

Our strategy for the Michigan Health Council (MHC) identity was founded on the organization's core tenants of inform, connect, and create. These words defined the organization's approach to nearly everything and provided the brand a concise and robust platform. Through a creative brief process, we came to identify the brand voice of the organization as credible, innovative, and sophisticated.

As I worked towards a visual solution for the identity, two main ideas began to merge. The first of which was a concept of connecting the dots - an interpretation of MHC's identified brand essence. The second, a concept depicting a molecular structure - the root of all things medicinal and scientific. From the collision of these two concepts came the Michigan Health Council identity.

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Brand Identity

Brand Identity

The brand identity continued to expand on the strategy, as outlined above, with an emphasis on sophistication. Designed as a system, each visual component was made to work with one another. Various iterations of the lockup were created including vertical and horizontal versions of the organization's name and tagline.

Each color in the brand palette (bright blue, silver, and white) was chosen due to it's theoretical and psychological connection to a brand voice word. Bright blue was selected based on it's relationship to intelligence and innovation. Silver was chosen based on its association with credibility and sophistication. White was picked based on its association with cleanliness and simplicity.

The remaining brand element, type, was chosen based on it's simple, geometric design - the same principals that defined the brand's logo. Radomir Tinkov's Gilroy donned each brand touch, often accompanied by a simple yet elegant rule.

The brand identity continued to expand on the strategy, as outlined above, with an emphasis on sophistication. Designed as a system, each visual component was made to work with one another. Various iterations of the lockup were created including vertical and horizontal versions of the organization's name and tagline.

Each color in the brand palette was chosen due to it's theoretical and psychological connection to a brand voice word. Bright blue was selected based on it's relationship to intelligence and innovation. Silver was chosen based on its association with credibility and sophistication. White was picked based on its association with cleanliness and simplicity.

The remaining brand element, type, was chosen based on it's simple, geometric design - the same principals that defined the brand's logo. Radomir Tinkov's Gilroy donned each brand touch, often accompanied by a simple yet elegant rule.

The brand identity continued to expand on the strategy, as outlined above, with an emphasis on sophistication. Designed as a system, each visual component was made to work with one another. Various iterations of the lockup were created including vertical and horizontal versions of the organization's name and tagline.

Each color in the brand palette was chosen due to it's theoretical and psychological connection to a brand voice word. Bright blue was selected based on it's relationship to intelligence and innovation. Silver was chosen based on its association with credibility and sophistication. White was picked based on its association with cleanliness and simplicity.

The remaining brand element, type, was chosen based on it's simple, geometric design - the same principals that defined the brand's logo. Radomir Tinkov's Gilroy donned each brand touch, often accompanied by a simple yet elegant rule.

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The wordmark was set in lowercase to convey an approachable and conversational tone.

The logo being used to mark the biking route. 

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Brand Collateral

The brand collateral and stationery design were highly inspired by mid-century identity systems and graphic design. Masters of this era, such as Unimark and Massimo Vignelli, helped to shape the brand's design direction. Printed on uncoated paper (Neenah Paper, Classic Crest), each physical piece utilized a simple two-color approach including metallic silver ink, PMS 877U. The tactile collateral set proves to be both beautiful and memorable. 

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On printed collateral and stationery, the on-screen grey becomes a metallic silver ink.

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Program Branding

As an entity that serves multiple facets of the healthcare industry, the Michigan Health Council has several secondary programs of its creation. Advanced Care Planning is the process of communicating with loved ones and healthcare professionals about end-of-life decisions. ACP Michigan is an organization and association of professionals helping to facilitate these conversations under a unified set of guidelines.

In many healthcare circles, ACP is known as having "the talk." My concept for this subbrand was crafted from that insight. The logo, a monogram of ACP, depicts two chat bubbles, representative of two individuals communicating. The mark also nods at a more modern form of communication, Apple's iMessage design. The subbrand remains visually consistent utilizing MHC's geometric design, brand palette, and typography. As a finishing touch, I wrote a positioning statement for the subbrand, "Conversations Today. Plans for Tomorrow." 

As an entity that serves multiple facets of the healthcare industry, the Michigan Health Council has several secondary programs of its creation. Advanced Care Planning is the process of communicating with loved ones and healthcare professionals about end-of-life decisions. ACP Michigan is an organization and association of professionals helping to facilitate these conversations under a united set of guidelines.

In many healthcare circles, ACP is known as having "the talk." My concept for this subbrand was crafted from that insight. The logo, a monogram of ACP, depicts two chat bubbles, representative of two individuals communicating. The mark also nods at a more modern form of communication, Apple's iMessage design. The subbrand remains visually consistent utilizing MHC's geometric design, brand palette, and typography. As a finishing touch, I wrote a positioning line for the subbrand, "Conversations Today. Plans for Tomorrow." 

As an entity that serves multiple facets of the healthcare industry, the Michigan Health Council has several secondary programs of its creation. Advanced Care Planning is the process of communicating with loved ones and healthcare professionals about end-of-life decisions. ACP Michigan is an organization and association of professionals helping to facilitate these conversations under a united set of guidelines.

In many healthcare circles, ACP is known as having "the talk." My concept for this subbrand was crafted from that insight. The logo, a monogram of ACP, depicts two chat bubbles, representative of two individuals communicating. The mark also nods at a more modern form of communication, Apple's iMessage design. The subbrand remains visually consistent utilizing MHC's geometric design, brand palette, and typography. As a finishing touch, I wrote a tagline for the subbrand, "Conversations Today. Plans for Tomorrow." 

As an entity that serves multiple facets of the healthcare industry, the Michigan Health Council has several secondary programs of its creation. Advanced Care Planning is the process of communicating with loved ones and healthcare professionals about end-of-life decisions. ACP Michigan is an organization and association of professionals helping to facilitate these conversations under a unified set of guidelines.

In many healthcare circles, ACP is known as having "the talk." My concept for this subbrand was crafted from that insight. The logo, a monogram of ACP, depicts two chat bubbles, representative of two individuals communicating. The mark also nods at a more modern form of communication, Apple's iMessage design. The subbrand remains visually consistent utilizing MHC's geometric design, brand palette, and typography. As a finishing touch, I wrote a positioning statement for the subbrand, "Conversations Today. Plans for Tomorrow." 

As an entity that serves multiple facets of the healthcare industry, the Michigan Health Council has several secondary programs of its creation. Advanced Care Planning is the process of communicating with loved ones and healthcare professionals about end-of-life decisions. ACP Michigan is an organization and association of professionals helping to facilitate these conversations under a unified set of guidelines.

In many healthcare circles, ACP is known as having "the talk." My concept for this subbrand was crafted from that insight. The logo, a monogram of ACP, depicts two chat bubbles, representative of two individuals communicating. The mark also nods at a more modern form of communication, Apple's iMessage design. The subbrand remains visually consistent utilizing MHC's geometric design, brand palette, and typography. As a finishing touch, I wrote a positioning statement for the subbrand, "Conversations Today. Plans for Tomorrow." 

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© 2018 T. Sieting

© 2018 T. Sieting

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