When Fairview approached us for branding help, they needed to consolidate their Fairview and HealthEast brands, and navigate the role that M Health would play both in their brand story and visual identity. Research told us that stakeholders saw clear value in the partnership between Fairview and M Health, but there was confusion about the connection to the University of Minnesota which uses the athletic M icon in its identity.
Our brand platform recommendation Remarkable Within Reach embraced both the research focus of the U, with the easy access the Fairview system was known for. Visual exploration ranged from a completely new look for a Fairview master brand with M Health as a branded ingredient, to strict adherence to the University of Minnesota brand. The visual brand solution shown here was one of the front-runners for consideration – embracing what had become a mandatory maroon M, but giving it a fresh expression.