The Context

Think is a joint venture between healthcare entrepreneur Fergus Hoban and Blue Cross Blue Shield. Its ambition is to revolutionise healthcare in the United States with a disruptive business model that aims to reduce US healthcare spending whilst improving outcomes for patients. Central to this vision is the development of a range of primary care centres for the over 55s and those with chronic diseases. Zero-G were engaged to develop the brand identity as part of the development of a $45 million pilot facility in Omaha, Nebraska.

Our Approach

 
 

Zero-G worked closely with the core Think team and our long-time collaborators, Genesis, to define the core proposition for the brand. What emerged from this work was the concept of ‘whole person healthcare’ and the development of a community of care that brought together multiple disciplines in the one place.

The brand was initially brought to life in the form of a brand story and encapsulated in a dynamic identity that comprises three overlapping circles that were brought to life on digital screens throughout the centre.

 
 

The environmental brief was to create an experience that would be both inspiring and reassuring. Working in collaboration with Think’s environmental design lead, Loz Farmer, we integrated the various brand themes and visual language across all touchpoints. Applications range from ADA compliant way-finding to bespoke wallpaper and motion graphics for digital displays.

Brand application using ceramic inks on glass 

Brand application using ceramic inks on glass 

Innovative ceramic printing techniques were used to create a dramatic expression for the brand on the outside of the building.

Typographic friezes and  poetry create opportunities to bring brand themes to life.

Typographic friezes and  poetry create opportunities to bring brand themes to life.

 
 

On the interiors a 200 foot typographic frieze was designed for the interior space, bringing the brand to life and providing motivation and inspiration for visitors. We also collaborated with Vizwerks, a Portland-based design studio, on the integration of the brand into the retail experience.

 
© F22 Photography

© F22 Photography

 

The Outcome

Think Whole Person Healthcare opened to unprecedented public interest in July 2015. The centre has been positively received by staff and patients and is already delivering better outcomes for many of its members.