University of Kentucky Health Care (UKHC)
Brand identity pitch
UKHC has a pride in being in a dynamic environment, they cultivated a culture of collaboration and partnership. I came up with a concept "interwoven" which speaks the way UKHC works with the communities.
My first direction with bold and straight lines resembled too much of a sports brand. I gave more depth and curves for my second take for a soft and a dynamic aspect. At the same time I researched photo styles to fit the concept; it would have a straight-forward simplicity to be harmonious with curvy lines, and have confident ambience for their professionals.