While working at Mule in San Francisco, I had a opportunity to work on a project focused on the health of my home state—Pennsylvania.

My favorite part of this project was capturing the tone of the organization and helping them develop their brand identity. In dealing with healthcare, it's a delicate balance between friendly and warm and professional and authoritative without becoming stuffy or predictiable.Above is the chosen visual solution and below are the other visual solutions I explored to capture the organization's state-specific tone and balanced brand.

Other Visual Concepts