Gateway Health is a regional healthcare insurance provider. They wanted to update their staid insurance company look with a new rebrand that put an emphasis on approachability and ease of use.

We designed a brand identity around those concepts, starting with the inviting new tagline, “It’s Wholecare.” Visually, we used warm tones, round shapes, and naturalistic photography. And the brand voice I designed is equally as warm: clear and concise yet somewhat stylized, it has a friendly and helpfully explanatory feel, crucial in this often confusing and unpleasant medical context.