The Oregon Clinic Brand Refresh
CONTEXT
The Oregon Clinic is the largest private multi-specialty, physician-owned practice in Oregon. With over 30 specialties, 270 providers and 60 locations throughout Oregon and SW Washington, the clinic delivers compassionate, best-in-class care to a wide variety of patients.
Patient Newsletter.
Half page ad in Portland Monthly Magazine.
Career fair Banner (six feet tall).
Letterhead and business card designs.
New provider rack cards and social media square.
OBGYN Landing Page.
25th Anniversary Full-page magazine ad.
Dermatology Flyer.
Full page spread in the Patient Newsletter.
Poster for Pulmonary clinic support groups.
Article on summer burns from the Patient Newsletter.
Full page ad for Portland Monthly's Top Doctors and Nurses edition.
OBJECTIVE
The goal of the re-brand was to elevate the identity of the clinic to match the trusted, compassionate, and excellent care it delivered for more than 25 years in the community.
Along with updating the visual aesthetic, it was necessary to create systems that could be expanded to all of the specialty groups’ marketing materials to create a unified, recognizable and trusted brand.
RESEARCH
Research was conducted with the Marketing Committee and shareholders to determine the brand values and a framework to guide the design process. Research included looking at brands within the healthcare space as well as outside of it. We looked at brand archetypes as well to give some direction to the voice of the brand.
PROCESS
One of the unique challenges of the process was incorporating the needs of the physicians and clinics with a strong, simple design. We worked through many color combinations as well as layout for business cards and letterheads that could adapt to a wide variety of needs.
CONCEPT
The concept of the brand identity was to have a modular system that comes together to create something bigger, representing the many specialties that unite under the umbrella of The Oregon Clinic. I worked with a creative agency who took my concept and direction and created a visual identity to support this idea. I was then able build upon this system to create materials for the clinic.
“The whole is more than the sum of its parts.”
Pattern created by Merit. Left two icons created by Merit. Right two icons created by Kelly Bieksha.
FINAL
The final primary colors we landed on were a cadet blue and a cool silver gray. These colors evoked trust and excellence with a clean, modern feel. The primary font choice was Museo Sans for similar reasons; it is sturdy, simple, clean and approachable with its geometric shapes and humanistic quality.
