UVA Health is a world-class academic medical center and health system with a level 1 trauma center, nationally recognized cancer center and highly respected pediatric hospital.
Its footprint also encompasses three community hospitals and an integrated network of primary and specialty care clinics throughout Charlottesville, Culpeper, Northern Virginia and beyond.
Following the acquisition of three medical centers in Northern Virginia, UVA Health embarked on a broader initiative to re-examine its brand architecture and naming across the enterprise — from entities to clinical locations to departments and divisions to educational affiliations with the University.
Key Deliverables
Through qualitative interviews, peer reviews and a rigorous mapping of the current state, we developed a strategy to clearly define and distinguish the layers in the portfolio, as well as provided guidance on how to name and visually treat all offerings.
While our initial priority was to develop the full signature system to meet capital improvement deadlines, UVA Health has now charged Additive with extending its visual system and developing comprehensive brand guidelines.
As part of this initiative, we are building out a visual system that reflects and respects the University’s identity, while extending the elements —from typography and photography to illustration and data visualization —to address the unique audiences, experiences and environments of an integrated health system.
The new signature system and refreshed visual system was rolled out across the enterprise starting in late 2022.
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