In an effort to improve overall brand recognition and reputation, and contribute to overall company growth, Sutter West Bay Medical Group needed a new name and visual brand identity. Building upon the group’s existing mission, vision and values, I worked directly on name development and ultimately lead the creative direction and design of the brand’s new identity system.

Using aurum (Latin for “gold”) as a baseline, the team wanted to connote a feeling that was premium, high quality and of exceptional standards, with a subtle nod to the historical discovery of gold in the San Francisco region. The name also played on “array,” acknowledging the wide range of medical services the group offered. These attributes offered a wealth of creative opportunities that ranged from the obvious to the more conceptually subtle.