Point32Health
empowering employees to find their fit
As the corporate entity behind Tufts Health Plan and Harvard Pilgrim Health Care, Point32Health is deeply dedicated to DEIA and Health Equity. One feature of the company’s commitment is its growing network of affinity groups (Colleague Resource Groups (‘CRGs’).
scope
Brand Identity
Brand Strategy
Brand Guidelines
the challenge
After merging two long-established companies, Point32Health’s corporate culture had become disjointed. To clarify their unified voice and invigorate their staff, Point32Health wanted a fresh visual identity system for their CRGs that still fit within the corporate brand.
the solution
Pinkergreen reimagined the individual CRG logos as a unified, expandable system inspired by the graphic elements within the corporate identity.
The resulting logos draw on the wayfinding elements in the corporate logo and reconfigure them into unique symbols. By reusing unified elements, the system can accommodate endless combinations as new groups are added.
THE IMPACT
2x
membership doubled since launching the new logo system
