Brand Identity Redesign
We envisioned Tri County as an empowering, elevating and trustworthy brand for the new age of
Care Coordination Organization (CCO). Its pivotal nature talks about embracing the new changes for the better, finding where care is
cherished, and bringing trust as a people-centered brand.
The entire brand identity focuses on pivoting to new changes, without interruptions, while only striving for the betterment of people with special needs. It is corporate, yet approachable, with a whole lot of emotion and humanism.
Our concept of the entire brand identity leans on the idea of
pivoting, while expanding
the brand's identity
meaning to so much more than meets the eye. It is an essential starting point for an
uninterrupted change, because Tri County is care receivers central, a rock-solid pivot
that enables them to enjoy a level of care that is above the rest.
The most important part of the branding story is that the patients are pivoting through new changes without interruptions. Tri County cherishes the patients' habits, happiness, and security and intends to keep them the same.
That is why instead of stagnancy and the fear of change, we are creating a world of care where the changes won't be noticed, because it will feel familiar, comfortable, empowering and progressive, with a continuity, service reliability, total transparency, and ultimate freedom of choice.
We are making people with special needs the central point that Tri County revolves around. It is the person that is the focus and that plays a main part in our story.
People are often afraid of changes and approach them with reserve, even when the changes are for the better. They often see a clear line of their path, from point A to point B, but it usually doesn’t happen. That is why we want to make Tri County’s path clearly visible, from point A to point B without any interruptions. You start, you get to the destination, and your mind is at ease.
Just as with change, a life plan often scares people. Again, we are presenting it as an easy task, where everything is clear, on point and exciting. Peace of mind is most crucial, and Tri County has it covered.
What is a star? It is an astronomical object that gives life and power, and it is a central object around which planets revolve. Does it sound familiar? The star is the pivot point, so we took that under consideration and used the star to mean: the people with special needs are Tri County’s bright shining stars; we revolve around them and exist because of them.
For the universal caring symbol, we used a hug. It has a big impact on peoples' lives, and speaks about Tri County care the most: we love you, think about you, and want the best for you.
Star as a celestial body around which everything revolves.
Person as a main focus of Tri County’s mission, representing person-centered care.
A clear, uninterrupted and continuous path to better care.
Going from stagnation to a progressive new life.
Bright, shinning star as the people.
Hug as the universal symbol of love and care.
Pin as a go-to point for CCO and care providing.
To create the pattern, we extended the uninterrupted graphical path from the logo. It works across all media and completes the visual identity. It’s main purpose is to be a unique, brand-identity element that works seamlessly, from printed to web materials.
Our focus visual also acts like an extension of the logo. Again, it is an uninterrupted graphical path, but made out of unique icons, showing human hands that speak about the core values of Tri County: Encourage. Engage. Empower.
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