Duke Medicine came to us with an exciting but challenging initiative, a complete redesign of their existing brand. Duke’s multifaceted high access approach to healthcare called for a solution that was focused on articulating and communicating Duke’s innovative spirit. We encouraged a minimalist direction, creating a visual language that was clean, light, open, and dynamic. By establishing a broad set of brand guidelines to help define the brand refresh, our cohesive system of imagery, color, typography, and composition was the perfect solution to launch Duke Medicine’s new brand.