Empatia
Creative Director: Jeff Harter
Art Direction: Katrina De Guzman
Design: Katrina De Guzman and Alanna Minor
Writer: Nathan Sauber
Art Direction: Katrina De Guzman
Design: Katrina De Guzman and Alanna Minor
Writer: Nathan Sauber
Humana came to BCG BrightHouse looking for a new brand identity for their palliative care service, Empatia. I designed the brand’s identity including its mark and entire visual design system.
The Empatia Logo
This logo symbolizes the strength of two hands nurturing and
holding a light that signifies the one within each and every
one of us. For Empatia’s patients, this light shows that they will show up
and care for them. For their families, Empatia will guide them with
grace and love. And also within Empatia, to support peers
and colleagues as they go out into the world and care for the
lives of many.
Visual Design System
The system we designed for Empatia consists of a brand color palette, color pairings, unique visual devices, and examples of these put to use in layouts and swag.
