After moderate success in the healthcare space, IBM sold its Watson Health division in 2021, and to signal that transition it required a rebrand. Collaborating with partner agencies who handled strategy and naming, VSA first developed the identity, a logomark that encapsulates Merative’s promise to use both its technology and its expertise to put people at the center of all its healthcare solutions. I then led the development of a full brand system—and methodologies for deploying it at scale—including colors, type, curated photography, custom illustrations, and a robust graphic language that builds upon the arc shape in the logo.
Design team included Ben Sherwood, Adam Augustyn, Michael Ryterband, Michael Wood, and Amber Dunk for web design, as well as Annmarie Avila and Sarah Bartell on the client side. Illustrations were commissioned from Sua Balac.
You guys gave us an amazing design system to grow off of!
—Sarah Bartell, client creative lead
