Our approach to the visual identity was to emphasize simplicity, humanity and assuredness. We created a custom word mark for the corporate name, with a stylized notch in the P to symbolize a path leading to a precise outcome. This distinct monogram also serves as a memorable avatar across social media platforms.
It was important to reflect the authenticity of Paradigm’s mission through original photography, rather than relying on indistinct stock photography that is commonly found in health care communications. We met with real patients, their families and caregivers to hear their remarkable stories of recovery, and then art directed photo shoots with them to capture their unique personalities in settings that were both natural and uplifting.
To complete the overall design language, geometric shapes were taken from the stylized P to act as framing devices for photography, color and information. These elements, combined with a thoughtful typographic and infographic system, created recognizable cohesion across a wide array of printed, digital and video communications that we designed and produced.