Duke Medicine

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.

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Signage and Wayfinding System

We crafted an external signage system along with an internal wayfinding program in harmony with the new brand.

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Brand Guidelines

We built an in-depth and extensive set of brand guidelines to help launch and define the new brand.

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