Azura Vascular Care

In order for the new brand to live, it needed to be adopted by the clinics. And the only way a practice operator would even consider replacing their existing brand, which they’ve invested so much time and so many resources into building, is if they feel excited about the alternative. So, in addition to a name that would advance broader strategic objectives, McKeown needed one that would spark enthusiasm among stakeholders and inspire change.

“Azura” hit every mark. By expressing the idea of blue so directly, it tapped into a sense of calm, like the feeling that might wash over you while listening to the ocean waves. When patients receive medical treatment for conditions like peripheral arterial disease or varicose veins, it’s important they feel relaxed and reassured — two emotional inputs that drive confidence and trust. In the use of the “A” and “Z” together, Azura communicated the notion of beginning-to-end, which connected to the increasingly integrated approach health care is moving toward.

The creative territory “far more” — the notion that there’s an infinite amount of service Azura can provide —inspired the logo, a reimagining of the infinity loop. The identity’s reds and purples signify the nature of the care the clinics provide, while the bright hues are contemporary and differentiating within the industry, where traditional mom and pop physician brands are the norm.

While the gradient — reflected not only in the logo but throughout the design system — expresses a dynamic sense of energy, it was also challenging to execute consistently across multiple applications. The team solved for it by providing detailed specifications in the visual guidelines, accounting for CMYK, RGB and HEX color modes as well as location and opacity. The guidelines illustrate how the gradient should be used in combination with the other colors in the palette to enable the full system to operate effectively and efficiently. As a result, Azura, and the decentralized group of brand practitioners guiding the brand on a local level, have what they need to replicate the gradient correctly every single time, from websites to tote bags to business cards.

With the name and identity in place, the focus shifted to ensuring the clinic experience advances the new brand through stand-out signage and interiors. Most patients visit clinics regularly to receive treatment for their chronic conditions, so the goal is to move away from the sterile, isolating environments so often associated with health care, and toward an entry experience that feels warm and welcoming. The modern, bright, and aspirational aesthetic will make clinics a place patients actually look forward to visiting.