During the initial phases of our collaboration, the brand’s values and personality became very clear as we discovered a team that’s driven by their pursuit of innovation, excellence, humanity and authenticity, looking to expand and explore different endeavors. This bold, straightforward and human approach became a guiding factor for the messaging and visual elements developed.

As we defined the key strategic concepts, the original logo was redesigned to communicate them in a more effective fashion. We maintained some core elements, like the dynamism of the spiral itself and the dot, but simplified them to showcase a more timeless aesthetic. The symbol forms an implicit S and references a fingerprint making it human. Its rounded strokes and the use of lowercase in the sans-serif typography make it more approachable and friendly.

Taking these resources into account, we developed a flexible and responsive visual system, opting for a monochromatic use of color that would stand out within the healthcare industry, shining through in orange and providing an energetic warmth to the brand. When thinking of the other branches, Ventures had to portray reliability so we opted for a bright blue, leaving the general brand with a neutral gray, making each of them identifiable and memorable.

The visual elements are used to make the user feel engaged and the content more personable, like the different photography styles that speak to universal concepts with rounded organic textures and images of humans interacting in the healthcare contexts. The communication system is accessible and reliable, making it easier to Connect for Good, for Change, and for the Future.