About the

ArchWell Health Brand Evolution

During my time with the marketing agency BR, I had the pleasure of working with the client, ArchWell Health. For a year, I worked as the lead Art Director on the account and was partnered with Senior Copywriter, Peter Cook to craft enduring, impactful year long campaigns. With the guidance of Managing Design Director, Jason Courtney – I created a dynamic and innovative design system that empowers designers to create powerful, engaging content.

ArchWell Health helps seniors lead healthier lives through superior senior primary care and stronger patient-to-doctor relationships. They are a rapidly growing company and were in need of a brand evolution. With the sheer size of the company, working with outside talent is frequent. With this in mind, it was my goal to create a brand evolution that is easy to adopt, understand, and accurately conveys what ArchWell Health stands for.

I wanted this brand evolution to feel more organic and profoundly human. Previously, complex illustration was used as an integral part of the identity. However, this approach was not sustainable because 1). It is time consuming and 2). Replicating the style was difficult. To fix this, I created a more simple illustration style that pairs with the photography to bring the people to life. These illustrations not only add more humanity to rather simple imagery, but also help deliver messaging in a more powerful way.

A design motif that was underutilized previously is the arch shape. Instead of leaning into the previously existing motifs (a leaf shape and dot pattern) I introduced a library of amorphic shapes to the design system that are similar to the arching shape found in the ArchWell name and logo. Introducing organic shapes and gritty textures helped the brand feel more human and push the brand into a space that feels genuinely unique within the healthcare industry.

A huge part of the brand evolution process was updating and designing a new website. I designed every webpage on the site and worked closely with external developers to bring the new vision for the brand to life. This included creating all new visuals pulling from the new photos from the photoshoot that I directed in-person. You can find the new website linked below: