A strategic brand refresh for a growing network of 48 primary care clinics across Florida and Texas.
The brief was not to reinvent Centrum from scratch. It was to evolve it with care. The refreshed identity needed to feel modern, warm, and trustworthy while maintaining enough continuity to work alongside legacy materials.
I led the system across strategy, identity, and implementation, refining the mark, simplifying the icon, removing the harsh red, deepening the palette, updating typography, and building a flexible brand language for signage, print, web, email, and clinic materials.
Before and after:
A more legible, scalable icon built on a new grid, refined for clarity while preserving recognition.
