CareXM
Art Direction ✶ Brand Elevation ✶ Brand Guidelines
CareXM empowers healthcare teams with adaptive technology that transforms care from reactive to proactive. We elevated their brand to stand out in the market, bringing their forward-thinking mission to life through a modern, intuitive website.
Logo
Elevation Foundation
We retained the logo as a guiding anchor, rooting the brand while inspiring fresh and playful reinterpretations.
Brand Elements
✶ ✶ ✶
Color Palette
We crafted a warm, inviting palette that conveys clarity and sophistication while supporting and elevating the brand’s existing foundational colors.
Typography
We defined a type system that reinforces clarity and sophistication, complementing the color palette while giving the brand a distinct, modern and warm voice.
Grid Matrix
We established a flexible dot grid system that ensures consistency across applications while giving the design room to adapt and breathe.
Photography
We curated imagery that feels warm and human, supporting the brand’s modern identity and creating an emotional connection with its audience.
Brand Guidelines
Once the direction, photography style, typefaces, and color palette were approved, we updated the brand guidelines to reflect the new system. Capturing the thinking, intention, and craft behind every decision.
Website
The site brings the refreshed brand to life with a seamless and intuitive experience.
Credits
Agency: GS&F
Creative Director: Eric Knittel
Senior Graphic Designer + Art Director: Kari Cottrell
Associate Copywriter: Austin Gwinn
