Ensuring that patients feel connected to a clear and consistent organization throughout their health care journey.
Sinai Health System
Positioning × Visual Identity × Collateral
Role: Co-Creative Director (with Laura Stein)
Studio: Bruce Mau Design
Sinai Health System is a new health care organization that brings together Mount Sinai Hospital, Bridgepoint Active Healthcare, Circle of Care, and the Lunenfeld-Tanenbaum Research Institute in Toronto. This landmark integration of acute care, rehabilitation, and home-care, and research addresses the emergent challenges of an aging population and the growing number of people living with complex health conditions.
The team was invited to create a brand identity for Sinai Health System to signal this newly integrated approach. Recognizing the importance of a seamless patient journey, we created a unified identity to bring the partners together. This ensures that patients and collaborators feel connected to a clear and consistent organization throughout their experience.
Leveraging the equity of the Mount Sinai Hospital logo (previously designed by BMD), the iconic Star of David was refreshed with refined geometry, updated palette, and a new typographic system. The full visual system expands on the logo’s component shapes, creating bold graphic layouts. A fresh photographic approach takes the identity beyond the conventions of health care imagery.