ASTHO is a non-profit public health organization that represents the leaders of State and Territorial health agencies. When I first began this project they were looking to re-brand their entire organization to coincide with a move into new office space. Their goal was to reflect a progressive organization that was at the cutting edge of health and health related policies. They were looking for a dynamic logo mark as well as a complete brand system that could translate into a variety of publications they produce throughout any given year. They were also interested in having a presence at health related events so they needed the brand to be flexible enough to work in exhibits, interactive and informational videos.
The process for the ASTHO identity began at the discovery phase where I helped our strategist identify the core foundation of their brand and the verbal messaging that would drive the visuals. Mind maps were produced and analysis was conducted to determine keywords that best described the organization. From there the process moved into the visual concepts. Sketches were drawn up to explore various visual treatments and from there the final marks were developed. Four unique concepts were presented some of which evolved from the old brand retaining the equity that had been already established. Various visual attributes of each mark would ultimately be adapted and help define any visual implementation of the brand.