Bridging the gaps to better health, together.
While people are living longer, they are spending more time in poor health than any other time in history. Combine this with the sky rocketing costs and access inequities, it’s clear the health care system needs to change. Alice L. Walton School of Medicine is igniting a systemic shift through a new whole-person approach that considers mental, physical, emotional, and social needs. Starting from equipping and training the very people able to change the care-delivery: doctors.
Putting care into health care.
The Change
Globally, lives have gotten longer but not healthier. In addition to that, health inequity remains a major problem, with disparities in access and outcomes persisting between and within countries and regions and across gender, wealth, and other variables.
It’s clear that the health care system needs to pivot and become more accessible, holistic and proactive. That’s why Alice L. Walton School of Medicine (AWSOM) decided to actively ignite a systemic shift to change how health care is conceived, taught and delivered through a new whole-person approach.
However, being a one-of-a-kind in the traditional medical education establishment, the school’s pioneering ambitions were not supported by proven track record. And with the first class of students meant to start in the 2025 academic year, the school needed to build a distinctive and credible brand profile to get properly understood and considered by all its audiences.
The Opportunity
We uncovered the very reason AWSOM exists: ‘Bridging the gaps to better health, together’ and used this concept to develop a compelling brand strategy and a distinctive verbal and visual identity.
Inspired by our newly defined purpose, we developed a symbolic logo comprised of three distinct elements, representing the brand’s core areas of focus (education, community, well-being) interacting and connecting with each others while creating a hidden bridge in the negative space.
By creating “The Portal” device we built a bold and unifying graphic language that reflects the open spirit of our institution and invites all audiences into the school’s world to discover a new whole health-driven perspective and approach.
The Results
The new brand launched at the ground-breaking for the school in the Spring of 2023, with the goal of welcoming their inaugural class in 2025.
With a brand and an identity rich in meaning, rooted in the school’s values and designed for the digital age, the Alice Walton School of Medicine team is already getting positive feedback, both internally and externally.
“Working alongside CPB on the School’s branding has been exciting and fulfilling. As we’ve rolled out our messaging and visual identity, we’ve received very positive responses from staff, the board, partners, and the community.”
— Beth Bobbitt, Director of Marketing & Communications
The AWSOM logo is colloquial, primarily
used on-campus, where
the acronym has been established.
