Waymark
Better care starts with community
Waymark is a public benefit company that builds new systems for care for people enrolled in Medicaid programs. With over 80 million people enrolled in Medicaid across the country, we were really excited to team up with Waymark and support their goal of helping Medicaid patients on their path to improved health through evidence-based community care.
Founded by a team of experienced clinicians and entrepreneurs, Waymark uses technology and data science responsibly, all in service of helping patients.
Brand
We partnered with this exceptional and thoughtful company to develop a new visual identity and brand system, embodying the core metaphor of “pathways connecting people to care.” Collaborating closely with Waymark’s marketing & design leadership and executive team, we established a new core mark, identity system, and brand guidelines, culminating in a new website, marketing assets, and service design materials.
THE PATH
Building off the Waymark “W”, the Waymark Path is a core brand element that represents the unique healthcare journey each patient undertakes. The gentle curves flow through each composition, connecting ideas, images and messaging – an echo of Waymark connecting people to care. The path’s additional uses include an eyebrow and an underline, etc.
BRAND ELEMENTS & VOICE
Waymark’s core audiences are patients, health plans, and primary care providers, so we tailored a brand system that could speak to all three. The brand elements and messaging communicate warmth and human quality, feeling both sophisticated and soft, a strategic departure from more traditional sterile identities often associated with the medical field.
Iman Rahim, Head of Marketing, Waymark
