Mass General Brigham

Brand Identity, Brand Strategy

Agency: Lippincott
Design lead: Bogdan Geana
Designer: Kaito Gengo, Tai Chen, Charlotte Sunnen

Awards: 
Graphic Design USA, Health & Wellness Design AwardsTM 2022

Bringing together and streamlining a complex healthcare brand to achieve patient excellence.

Mass General Brigham (formerly Partners HealthCare) is a Boston-based nonprofit network of hospitals and physicians, encompassing the renowned Massachusetts General Hospital and Brigham and Women’s Hospital—two of the nation’s top teaching institutions.

Following a complex brand architecture and naming process, the visual design phase could begin. The new identity builds on the strong equity of the two founding hospitals, honoring their legacy of excellence in academic medicine while representing a unified future as an integrated system.

The new logo symbolizes knowledge, progress, unity, and care, honoring the brand's esteemed academic centers while promising revolutionary medicine and transformative patient care.

The visual system balances warmth and sophistication, featuring a flexible typographic style and linear elements to highlight key content, while the eye-level imagery captures the brand’s leadership and compassion through authentic moments.