parts of a whole
scope
Brand Identity
Brand Strategy
Brand Guidelines
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’). To invigorate the colleague base post-merger, Pinkergreen reimagined the individual CRG logos as a unified, expandable system within the Point32Health corporate brand.
Pinkergreen began with interviews with each CRG leader to better understand the unique personalities, values and priorities of the groups. In researching symbols and unifying themes, we considered how to tie the system back to the Point32Health brand, without losing the individual character of each group.
scope
Brand Identity
Brand Strategy
Brand Guidelines
In the year since the new logo system launched, colleague engagement has increased by 10%.
The resulting logos draw on the wayfinding elements in the corporate logo and reconfigure them into unique symbols. The Point32Health compass arrow is featured in each, with nods to the teardrop location symbol. By reusing unified elements, the system can accommodate endless combinations as new groups are added.
