Northwell
School of Health Sciences:
Brand Identity Concept
Brand identity concept for the Northwell School of Health Sciences, a partnership between Northwell Health and the New York City Department of Education. The work explored a visual language rooted in health heritage and contemporary clarity.
The ChallengeThe concept needed to express trust, growth, and professionalism for an institution preparing the next generation of clinicians. The system had to feel distinct within the healthcare environment without relying on clichéd medical tropes.
Audience & InsightPrimary Audience
Prospective students and their families exploring health sciences education.
Secondary Audience
Faculty, clinical partners, and internal stakeholders invested in academic identity.
Insight
Educational brands in health fields succeed when they balance professional credibility with a sense of support and possibility.
Approach & ProcessThe concept was built around a refined interpretation of the Rod of Asclepius, the classical medical symbol of healing and renewal. The work focused on creating a mark that felt rooted in heritage yet adaptable across modern communications and digital platforms.
The SystemThe system extends through pattern, photography, and illustration. Color overlays unify imagery and create consistency across applications.
ApplicationsConcept applications included academic signage, stationery, digital banners, and recruitment materials. Each use explored how the symbol and system could convey confidence and approachability across audiences.
OutcomesWhile this concept was not selected for implementation, it demonstrates strong strategic thinking and visual problem-solving rooted in symbol, meaning, and functionality. The work reinforces how classical forms can be made relevant and purposeful within contemporary brand systems.
RoleDesign Director
Led concept development, design rationale, and visual exploration.
