Mass General Brigham
Agency: Lippincott
Role: Senior Designer
Creative direction: Bogdan Gaena
Design: Kaito Kengo, Tai Chen
Awards:
Graphic Design USA, Health & Wellness Design AwardsTM 2022
Logo & Identity System, Naming, Brand Platform
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.
In rebranding Mass General Brigham, we focused on creating a warm, colorful brand for children to make their experience more exciting and relaxing. By catering to their unique needs, we aimed to create a welcoming atmosphere for young patients, ensuring comfort and care for all.
