Scope
Branding
Product
About
Hoag is a health system, and the work sat in the gap between how a hospital communicates and how a person arriving at one is actually feeling. The brief was to make a large organisation sound like it is speaking to one patient.
Concept
We started from the moments that matter rather than the org chart. A person meets a health system in a handful of places — booking, arriving, waiting, being told something — and those moments set the tone for everything else.
System
The identity is calm by construction. Generous spacing, a single accent, and type set larger than the category norm, because much of this material is read under stress or without reading glasses.
Application
Wayfinding, forms, letters and the patient portal were designed together. Forms got the most attention, since they are the part of a health system most people spend the most time inside.
Craft
We rewrote as much as we redrew. Sentence length, reading level and the order information arrives in were treated as design decisions, because they change the experience more than the layout does.
End
Hoag came away with a system that sounds like a person at the moments it most needs to.
Credits