Beth Israel Deaconess Medical Center Cardiovascular Institute Identity Exploration

Nomenclature, concept development, envisioning, graphic design, interactive design, copywriting

How do you make something like heart care less scary and more attractive? When Rice McVaney Communications was asked by the leadership of the Cardiovascular Institute at Beth Israel Deaconess Medical Center to explore exactly that, we were brought in to help.

Working in close collaboration with RMC, we re-named the unit and designed a new logo, visual identity and editorial voice that were not only friendly and confidence-inspiring, but eye-catching and memorable enough to be extended beyond the walls of the hospital into the larger consumer world through experimental initiatives like small, stand-alone neighborhood heart care facilities and a mobile cardiac care delivery fleet.