NYHealthCare and LiteMD Branding
Brooklyn, New York
In the vibrant heart of Brooklyn, NYHealthCare and LiteMD emerged as a startup dedicated to bridging the gap between healthcare and the everyday New Yorker. Tasked with their branding, I sought to create an identity that would resonate deeply with the community, embodying both the spirit of New York and the promise of accessible, quality healthcare.
Creative Process:
To capture the essence of New York, I began with one of the city’s most iconic symbols—the Statue of Liberty. This symbol of freedom and hope is not just a landmark but a beacon that represents the values of inclusivity, strength, and care that NYHealthCare and LiteMD aspire to embody. The logo design features a stylized silhouette of the Statue of Liberty, seamlessly integrated with clean, modern typography.
The typography itself was carefully selected to reflect both the dynamism of New York and the professionalism of a healthcare provider. The boldness of "NEW YORK" conveys the city's unyielding energy, while the softer curves of "HealthCare" suggest the compassionate nature of the services offered. The color palette, with its calming blue tones, was chosen to evoke trust, tranquility, and well-being—qualities that are essential in the healthcare industry.
The design process was highly collaborative, with the client expressing a strong desire to connect with the everyday New Yorker. They wanted a logo mark that wasn't just a corporate symbol but a representation of the city's spirit—a symbol that New Yorkers could see themselves in. After several iterations and refinements, the final design was a perfect blend of iconic New York imagery and modern healthcare branding, ensuring that the logo would stand out in a crowded market while remaining approachable and relatable to the community it serves.
This thoughtful approach to branding helped position NYHealthCare and LiteMD as not just another healthcare provider but as a trusted and familiar name in the hearts and minds of New Yorkers.