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

Luis Herrera

Stationery featuring a few Point32Health employee resource group logos.

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

Array of 9 logos for the Point32Health employee resource groups including Abilities+ (plum blossom illustration), Black Professionals (panther illustration), Flourish (sunflower illustration), The Multicultural Connection (dragonfly illustration), Military Veterans (circle of 5 stars illustration), Pride Point (peacock illustration), Unidos (beehive illustration), Women & Allies Network (lioness illustration), and Young Professionals Network (lightning illustration).

Symbol research behind-the-scenes: a close up of a table with symbols and a desk strewn with art books, a notebook, and a laptop.

“

Pinkergreen’s exceptional work has left me in awe of their creativity and ingenuity. The agency’s unwavering dedication and constant care for the customer truly set them apart. They effortlessly channeled an inclusive design energy that made our re-branding of CRG icons a resounding success.

Head of Workplace Inclusion and Belonging