The BRIEF
The HFMA were marking their 75th anniversary and wanted a visual identity for their annual conference that looked both to the past and the future. The theme was “Values and Value”, and the design needed to feel professional, relevant to healthcare, and work across everything from signage to tote bags.
The creative process
A bold heart graphic was developed, made from multi-directional arrows – a nod to both reflection and progress. The heart shape helped tie it all back to the healthcare theme, while the arrows gave a sense of movement and momentum. I kept things clean and flexible so the identity worked across print, signage and delegate materials.
The outcome and impact
The identity brought a clear, cohesive look to the event. It rolled out across the venue, conference guides, bags and more – tying everything together. The client was really happy with how it looked and felt: forward-thinking, professional, and perfectly in step with the anniversary theme and healthcare setting.
