Care, Drawn in Lines — Identity for Johns Hopkins Aramco Healthcare
For JHAH, the goal was to modernise the visual identity while staying rooted in what matters most — care.
The idea
Healthcare is built on lines — ECG rhythms, data flows, patient journeys. We used this as the foundation to create a fluid, continuous line system that represents care as something constant, responsive and always present.
Design system
The identity draws from the letterforms of JHAH, abstracted into a set of modular line-based graphics. These evolve into patterns, icons and visual elements that flex across formats while maintaining a distinct, recognisable language.
Execution
Designed for scale, the system works seamlessly across OOH, digital and environmental branding — balancing clinical precision with a more human, approachable tone.
The result is a refreshed identity that feels modern and intelligent, while staying deeply connected to the idea of care.
