Health Union has always been built around community. But in an increasingly crowded healthcare landscape, we saw an opportunity to make that connection more visible – and create a corporate brand that was more distinctive, cohesive and unmistakably ours.

We started by looking at the competitive landscape to find the whitespace. While much of the category leaned into familiar healthcare conventions, Health Union had something competitors couldn’t easily replicate: hundreds of communities built around real people, real conversations and lived experience.

That became our creative foundation – and informed a brand personality we called “cool-kid smart”: modern, vibrant and energetic, but always human and authentic, with just the right touch of quirk.

We elevated Health Union’s iconic conversation bubbles from a recognizable brand asset into a living, breathing element of the identity. They became more than a logo mark – appearing in motion, framing content and forming a textured pattern that gave the brand its own visual signature.

We evolved the logo, expanded and modernized the color palette and refreshed the typography. And we brought more humanness into the brand visually – introducing real people alongside our illustrative style through photography that feels authentic, diverse and anything but stock.

Then we put the system to work. From brand campaigns and social to thought leadership and data storytelling, from sales materials and presentations to web, email and events, we created a flexible visual language that could stretch across audiences, channels and business needs without losing what makes Health Union, Health Union.

The result: a more cohesive, ownable brand built to move, connect and stand apart.