Visual Brand Guidelines for PWP Health

This is a #rebranding for a business that helps improve the quality of life of Medicaid members who have been diagnosed with severe mental illness. Back in 2018, I also assisted them in #designing their visual identity; and this is more of a refinement of the original.

In the past, the visual #branding utilized stock images to convey emotion and support—but this did not resonate well with their audience. This time around, we decided to approach the project with a more neutral, vector-based design. I used colors and shapes to communicate friendliness, approachability, reliability, and professionalism.

The guidelines contained the official color scheme in different color modes (RGB, CMYK, and Hex) and official typeface. It also contained instructions on how to preserve the brand mark’s integrity, and some color and design guidelines.