Duke Medicine came to us with an exciting but challenging initiative, a complete redesign of their existing brand. Duke’s multifaceted high access approach to healthcare called for a solution that was focused on articulating and communicating Duke’s innovative spirit. We encouraged a minimalist direction, creating a visual language that was clean, light, open, and dynamic. By establishing a broad set of brand guidelines to help define the brand refresh, our cohesive system of imagery, color, typography, and composition was the perfect solution to launch Duke Medicine’s new brand.
Duke Medicine Signage and Wayfinding System
We crafted an external signage system along with an internal wayfinding program
in harmony with the new brand.
Duke Medicine Brand Guidelines
We built an in-depth and extensive set of brand guidelines to help launch and define the new brand.