Company: McKesson / RelayHealth
Role: Design Direction, Brand Strategy, Identity Design, Visual Design
Company: McKesson / RelayHealth
Role: Design Direction, Brand Strategy, Identity Design
Design a comprehensive visual identity system to express the strategic brand experience for the Fuse data platform—one that rendered equally well for user interface design system and conventional marketing communication platforms.
After settling upon the logo's philosophy and design, we built the supporting visual and verbal identity elements that would energize the customer experience. While the research and discovery associated with the logo development process heavily influenced our approach, the real driver was the brand's fluency with the design system for user interfaces to ensure brand fluency. Ultimately, we created a collection of identity elements successfully expressing the new brand in digital, physical, and application interface settings.
One of the primary ways we linked the Fuse identity to the parent RelayHealth brand was through color. We adopted most of the original palette, augmenting it with new tints and shades and an additional color, aqua.
The new additions created a wider pool from which to draw and develop an overall engaging identity and afford new experiential tones to augment the customer journey.
Part of the strategic communication plans for Fuse was parsing out its primary feature set—interoperability, storage, scalability, and curation of health data—and establishing a more distinct customer experience subset for each. We addressed this by creating a spectrum of logos that would reflect each communication setting using the color palette to inform the design.
At its core, Fuse is a data platform with requirements beholden to user interfaces and data presentation. With this in mind, I researched fonts that would render well at all scales, from mobile screens to billboards.
Due to its expansive character set, designed to eliminate "tofu" box substitution for missing characters, and its inherent humanistic feel, the san-serif variant of the Google-designed font, Noto, was chosen.
The same conditions around scalability and legibility were also applied in developing an icon library for Fuse, with both developers and marketers using the library equally. It required a wide range of mutability to convey basic ideas around functionality and the platform's more complex and proprietary aspects.
We acquired a massive catalog of glyphs that fulfilled all our needs. It included both requisite user-interface elements and abstract ideograms for marketing communications and provided a superb foundation to custom design industry-specific graphics it did not have.
To further develop a distinct set of visual experiences around the feature set of Fuse, I created a series of five representative graphic patterns. As with the hexagon deconstruction grid that informed the logo design, I made a further sub-divided version that would act as the baseline structure of the pattern framework.
Inspired by the unique tesselation qualities of a hexagon grid and the nature of snowflake formation, I designed seamless abstract patterns that each reflected an aspect of the Fuse feature set in addition to one that would represent the overall platform. Utilizing the full-color palette, I created diverse combinations appropriate for different communication settings.
Inspired by the unique tesselation qualities of a hexagon grid and the nature of snowflake formation, I designed seamless abstract patterns that each reflected an aspect of the Fuse feature set in addition to one that would represent the overall platform. Utilizing the full-color palette, I then created diverse combinations of each appropriate for different communication settings.
The Fuse brand imagery needed to be vibrant, energetic, and future-forward, abstractly portraying the new frontiers of the data-driven healthcare industry.
Because the literal portrayal of the platform itself was challenging, I selected imagery evocative of the brand voice and tone for different stages in the customer journey and the intended emotional state specific to each step.
Expresssion of the Brand