A month ago, I developed the brand identity for a new organization spearheaded by leading doctors in geriatric medicine. The Medicare Innovations Collaborative brings together a small group of hospitals and health systems to evaluate, and ultimately implement, innovative care models targeting Medicare patients with multiple chronic illnesses. These learning “laboratories” will eventually result in a geriatric line of service – a portfolio of care models – that will inform the larger and longer-term debate on healthcare policy and will have immediate and positive impact on hospitals and their senior patients.

It is very exciting to be given this opportunity to develop the emblem for such a worthy cause. Prior to initiating any pencil sketch logos, I strongly recommended the collaborative shorten its name to “Med-IC.” This idea was readily accepted and a strong brand image was born. Presently a new web site is being produced, and I am offering my branding guidance on this project when requested.