One brand, four new marks, five products.
Client
CaryHealth
Year
2024–2025
By late 2024, CaryHealth's products were strong but its brand wasn't keeping up. The company had five products with mismatched logos — some inherited, some missing entirely — and a website that didn't look like the work behind it. With sales as the priority for the coming year, the company set out to build a proper brand identity in three months, and brought in an in-house marketing team to do it.
I joined that team as the designer. The brand direction settled on three words: playful, clean and technical — rounded forms, a bright, distinctive color for every product, and the professionalism a healthcare company needs. My main brief was the logo suite.
My role
Clair, the flagship product, already had an identity created by an external agency, and it set the visual language. I designed the marks for the remaining four products — OneDash, CaryRx, OnLabel and CaryConnect — so that all five read as one family. I also worked on the brand site design and marketing collateral alongside the rest of the team.
Scope of Work
One grammar, four new marks
Every icon is built from the same parts: the same corner radius, the same stroke weight, the same sense of forward motion. The subject changes; the grammar doesn't. That's what lets five products read as one family.
Typography that echoes, without copying
Each wordmark carries small modifications to letterforms and spacing that pick up Clair's typographic details. Close enough to belong to the same system, distinct enough that each product keeps its own character.
Color as the connector
Each product already had its own color, which the brand direction turned into an asset: the palette does the work of distinguishing the products, so the icons could stay consistent rather than competing with each other.
Outcomes
The new identity shipped with a rebuilt brand site in January 2025. Since then the logo suite has carried across sales decks, one-pagers, social graphics, trade show backdrops and merch — the materials the sales team had been missing. The rebrand drew unprompted compliments from people the team met at conferences.
Extending someone else's system is its own discipline: the goal is to be invisible. If the five marks read as one hand, the job is done.
