UC San Diego Health

Responsible for

Creative Direction
Art Direction
Visual Design

Team members

Ed Garcia (Designer)
John Laird (Designer)
Leo Rabelo (Digital Designer)

As UC San Diego Health sought to expand their geographical footprint and shift their focus from specialty to primary care, refreshing the brand became essential to attract a younger audience in a highly competitive category. Appealing to new audiences often requires a delicate balance between preserving a brand’s roots and modernizing its identity for relevance in an evolving market. Our goal was to bring thoughtful evolution—not revolution—to the brand, infusing a distinctiveness that would allow UC San Diego Health to stand out in a homogenous landscape of similarly branded competition.