Health Current brandmark

Arizona Health-e Connection
rename/rebrand to Health Current

Health Current



Scope of work:
Visual identity system
Research and market landscape
Visual language: custom team member photography, infographics
Website reskinning
Brand style guide
Launch campaign landing page
Email marketing development

As a part of the team at Openform that rebranded Arizona Health-e Connection to become Health Current, we created a completely new visual identity system.

Below is a deep dive into the process by which I helped design the Health Current brandmark. Identity development is about ideation and iteration: try it, test it, refine it, repeat. Through research, ideation, and iteration I sketched different visual solutions and studied a wide range of typographic options. These examinations became the foundation for a memorable new mark and visual language.

Visual explorations

I began with extensive type and color research and then worked at refining the details, formalizing relationships between type, color, and mark into lockups.

I worked to distill down the list of descriptor words to a concise visual statement that incorporated the following themes: Information; Trust; Flow; Exchange; Connection; Data; Transformation; Precision; Human.

I also contributed to the rebrand by reskinning their current website, designing their announcement campaign landing page, defining a new email template system, and capturing executive team headshots, amongst other things.