Orthopaedic Institute of Ohio

Over the course of two years, I worked with the Orthopaedic Institute of Ohio (OIO) to renovate their brand identity. First as a freelance designer and then as an in-house member of their marketing team. The brief was to transform the dated, inconsistent brand into something fresh that communicated strength, compassion, and leadership.

Once the initial brand development was complete, I worked closely with leadership and a digital marketing agency to deploy the new brand identity cohesively across all physical and digital touch points.

Project Type: Corporate Rebrand

Art Direction: Salem Pierce

Graphic Design: Salem Pierce

Project Development

OIO had used the same branding since the late 90s. As the practice expanded, leadership decided it was time to update that look. They hired another designer to create a new logo and brand identity but leadership became dissatisfied with the new branding once rollout began. Leadership then turned to me, first to replace the new branding and ultimately to update it.

Over a few stages, I developed several concepts to replace the new branding. After much deliberation, they were rejected in favor of an update to the branding delivered by the first designer.

To create a more versatile brand mark, I chose a modern variable type family to replace the original dated low pixel density display optimized font used. Then I adjust the layout and typesetting for better flexibility across digital, print, and other physical media. Finally, the color palette was fine tuned for better contrast and balance.

New Identity and Rollout

Once these changes were approved and adopted, I worked with leadership to refine and implement the new brand identity.

We began rollout with the website and continued to all customer touch points.

I also designed outdoor and indoor signage for several locations and worked with contractors to manufacture and install the signs.