How do you express the potential of a life-changing merger to millions of future patients? Summit Medical Group and CityMD engaged Elmwood to answer this question with a new brand for their connected company—one that would precisely yet powerfully express a more complete and human kind of care.
THE TENSION
In a bloated and fragmented industry, where simple and personal care is hard to find, more often means less. More confusion. More complexity. Less care. So following the merger of two large industry-leading healthcare systems, how do you show that more actually means more?