I was challenged to choose a social issue of importance and familiarity to me, and, through design thinking, devise a systematized brand strategy to address the issue in a clear, compelling, and accessible way.

The problem chosen was required and hospital-proximity housing for stem cell transplant patients who are at extreme risk of death for three months following treatment and who require scrupulous care-giving and monitoring. From a medical and psychological standpoint, an appropriate housing environment is crucial to a stem cell patient’s survival.

My solution was to design a service that provides private living space for patients and their caregivers where they and their families can focus on what matters most: care, healing, and getting back to life. The imagery of a turtle as identity was created to embody all the ideas of home, shelter, protection, self-sufficiency, life, longevity, and careful and methodical steps to an ultimate goal.

Cheery, warm, and organic colors were chosen to uplift clients and counter the austerity and sterility of medical environments. A vertical and horizontal logo was designed to address different collateral needs designed around the idea of creating welcoming and practical gifts tied to the needs and comfort of the patient and to the significance of the nurturing and healing experience.