Creating a branded environment imbued with a story: “from chaos to clarity.”

Patient testimonials from the identity study describe in detail the feelings of chaos and overwhelming despair upon diagnosis, something the client dubbed a "monster" that all patients have. The patients' monsters are a representation of several things that they struggle with: overload of information, incorrect information, and an impossible amount of data to sort through. All of this amounts to one enormous fear: not feeling confident in their knowledge of their treatment path. The client provides their patients with clarity and methods for care.

The company's brand includes segmented photographs and artwork to signify a broken patient experience. Along with this is a pattern of structured triangles, which signify a sense of order. Knowing that the office environment should be a different experience than opening up the company's brochure, we took an abstract take on what the "monster" would look like, inspired from this pattern and segmenting. The result was an endless library of custom artwork, all which illustrate chaos coming to order, representing the patient's mind being able to focus on their path ahead.